If I'm reading this correctly, the competition for this technology isn't CPUs, it's GPUs. If that's the case, it seems like they'd be able to show a lot of artificially inflated numbers vs. CPUs simply by running already-known-GPU-heavy workloads on their hardware vs. CPUs and show massive performance gains vs. the CPUs... but what about an optimal GPU algorithm?
Traditionally, making the hardware that can support reconfigurability at a highly granular level (FPGAs, for instance) has never been able to catch up with conventional silicon, because the you can't recover the quite significant costs of all that reconfigurability with improved architecture. The conventional silicon will still beat you with much faster speeds even if you take a penalty vs. some theoretical maximum they could have achieved with some other architecture.
Plus, again, GPUs really cut into the whole space of "things CPU can't do well". They haven't claimed the whole space, but they certainly put their marker down on the second-most profitable segment of that space. Between a strong CPU and a strong GPU you've got quite a lot of computing power across a very wide set of possible computation tasks.
I am not an expert in this space, but it seems like the only algorithms I've seen lately people proposing custom hardware for at scale are neural network evaluation. By "at scale", I mean, there's always "inner loop" sorts of places where someone has some specific task they need an ASIC for, encryption being one of the classic examples of something that has swung back and forth between being done in CPUs and being done in ASICs for decades now. But those problems aren't really a candidate for this sort of tech because they are so in need of hyperoptimization that they do in fact go straight to ASICs. It doesn't seem to me like there's a huge middle ground here anymore between stuff worth dedicating the effort to make ASICs for (which almost by definition will outperform anything else), and the stuff covered by some combination of CPU & GPU.
So... how am I misreading this, oh great and mightily contentious Internet?