I don't think they mean that Software is hard to change, but "getting/motivating others to change their software specific for our hardware"
I.e., to the extent they reduce the need for source code to cater to the underlying CPU, less effort is needed to port software to a new CPU.
I think GCC and especially LLVM are really reducing the barriers to bringing new CPUs to market.
Maybe for GPUs as well because of shader compilers?
And there are lots of temporary solutions in programming.