The big problem is software people thinking that they have any concept of actual hardware design.
If they understood hardware, they would understand that an FPGA is the least efficient way to accomplish anything.
Routing is sparser than any chip. You burn 10-100x the transistors to do the same task. FPGA's are hot and slow.
Even for signal processing, an FPGA is going to be quite hard pressed to beat a 2.0GHz ARM with Neon extensions unless it is very expensive and your algorithm is very dataflow oriented. How many ARM's can I put on a board for $10,000-$100,000 (the very highest end FPGA's)?
You use an FPGA because you have a low-volume application that you can't do any other way, and your application has enough margin that you can eat the cost of the FPGA. And you are always looking to wipe out that FPGA and replace it with a microprocessor because it is so much cheaper and easier to deal with.