I think you are right on, on every point. (Including it being a dull article, at least for the audience of folks here.) This is great insight and it's something I've thought for the past few years as well.
Big cloud computing players will almost certainly move this way. Actually surprised we haven't seen more of this already. But TensorFlow and the Tensor Processing Unit were smart moves by Google and I think this is just a preview of many, many things to come.
I think IBM probably belongs on the list of top contenders to make a move. Between SoftLayer, IBM's hardware and chip design and fab partnerships, their cloud/saas businesses, and their Enterprise penetration, they're well-positioned to lead here.
I think that you're right as well that all these folks will push to create developer-friendly services and APIs backed by hardware. However, I think the real wins will come from capturing market share in the Enterprise sooner than later. If I were them and I had to prioritize between the two, I'd target Enterprise customers first and foremost. You can sell services to help them migrate and that helps you get out to market more quickly than creating a fully robust self-serve platform. Moreover, if your custom hw-backed platform can offer either better price or better performance, Enterprises will pay big bucks for it. Harder to get it right with self-serve first, but you certainly need to open up to self-serve as quickly as possible over time.