I guess it really depends on the application space you're interested in. We are building a cloud-FPGA platform but the barrier is just as you mention- the user being able do the programming. The idea is more people could scale their projects using the platform, but holy crap do we have a ways to go. We're going to lease out algorithmic services, basically, since getting a customer's design to work on our gear is more than difficult, there's way too much hardware variety. Portability is practically nonexistent, and that's what we're specifically trying to address.
Our approach for scaling is a monster FPGA board we're developing. It has a Zynq on it. It will be extremely inexpensive in terms of value next to, say, a highly-capable production server.
What kind of projects would you be working on if you bought a Zynq board?