I took the time (and it takes time) to learn a bit about FPGAs (playing around with 1Gbps and 10Gbps ethernet as well as PCIe 1.0 x1 and 3.0 x4), and if you want to actually do something new, there is a lot of time to spend on learning the various protocols a given design will touch or implement. Most of the sample code on $vendor's website is shoddily thrown together and breaks as soon as you breath on it wrong. When you do anything interesting with networking protocols the constraints of clock speed and bandwidth make things extremely complicated with oodles of corner cases as you do things like use wide busses at low clock speeds where packets can start at multiple offsets in the bus. You can build on top of something like the NetFPGA project, but that only works if what you're building is close to an existing well known niche. But if you're just flinging packets, there are far less costly (especially in time) frameworks to play around with things.
I'd say away from building custom FPGA based hardware until the performance benefit will increase sales a factor of 100-1000x (depending on complexity) to cover the cost of the hardware. But keep in mind that it's harder and harder to compete with commodity x86 servers. In the past, every cell phone base station used FPGAs to do the signal processing. Today's 5G networks do most of the signal processing on servers because you can do cool things like noise cancellation across nearby antennas when all the data is in the same place, and the software developers to produce those changes are going to cost far less than a team of the size needed to support the same rate of change on an FPGA.