Custom chips have to be much better than Nvidia to become attractive. Being 2x faster won’t be enough, 5x faster might be. Assuming perfectly functioning software.
Whoever wants to sell me their chip better do an amazing demo of their flawless software integration.
It is very simple math
If the savings on hw/compute are greater than cost of adjustments, then it is probably worth it.
So, if you prefer to avoid spending e.g 1 month on adjusting and testing just to keep using e.g 1.x more expensive hw, then it is your loss in long run
I’ve wasted enough of my time trying to debug AMD and Graphcore chips to fall into this trap again.