Hardware for Deep Learning. Part 4: ASIC
blog.inten.to
blog.inten.to
They were having trouble writing a compiler for their custom hardware. So I asked, why not just use a GPU, and use Nvidia's libraries and compilers? Bannon became angry and defensive, and insisted that Tesla couldn't become dependent on Nvidia
So that's another reason to build your own hardware
Source: I once spent a year analyzing custom ASICs for Bitcoin mining.
This is a rather acceptable cost. And they may potentially have an upper hand in development of such ASICs, in-house tools for them, etc.
Of course there is a risk that the results won't be impressive. Likely it's a calculated risk.
I suspect that despite Cerebras being a massive technical achievement (wafer-scale computing!) it performs worse than standard GPUs, which is why they won't release benchmarks on standard models (e.g. resnet/transformers/etc)