I didn't explore the actual manufacturing process.
From some announcements 2 years ago, it seems like they missed their initial schedule by a year, if that's indicative of anything.
For their hardware to make sense a couple of things would need to be true: 1. A model is good enough for a given usecase that there is no need to update/change it for 3-5 years. Note they need to redo their HW-Pipeline if even the weights change. 2. This application is also highly latency-sensitive and benefits from power efficiency. 3. That application is large enough in scale to warrant doing all this instead of running on last-gen hardware.
Maybe some edge-computing and non-civilian use-cases might fit that, but given the lifespan of models, I wonder if most companies wouldn't consider something like this too high-risk.
But maybe some non-text applications, like TTS, audio/video gen, might actually be a good fit.