FPGAs are getting cheaper with each gen, expanding into low cost, high volume markets that were unthinkable for an FPGA 10 years ago. Lattice has an FPGA family specifically targeted to smartphones, and I've been consulting for a high end audio company that wanted to do some dsp, and a cheap FPGA was the best option in the market for the particular implementation that they wanted to do.
It's not sexy growth, but it's growth. Otherwise, we wouldn't had the explosion of the latest years in low end FPGA companies.