It's interesting to note that history shows that in general the cheap and nasty, simpler, consumer level technology often wins over more seemingly more appropriate technology. In hardware for example, see Ethernet winning over other stuff around at the time and commodity PCs beating "big iron" for servers.

I like FPGAs too though and am definitely egging them on, but winning may involve somehow smuggling them into something mass produced, which may be a problem since mass produced hardware will usually prefer an ASIC. We will see.