If this works well, it will be a game changer. Requiring a fleet of $10k+ GPUs will kill any hope of wide spread adoption of open source "competitors" to GPT-3. Stable Diffusion is so popular because it can run on hardware mere mortals can own.
Large companies can afford Nvidia. Nvidia's software stack is best in class. There's no business need here and the model execution is increasingly becoming possible on single consumer GPUs.
The only place where I see specialized chips excelling is on the edge or if they are truly revolutionary (in which case they're only an acquisition target for Nvidia).
The truth is... The large language models are likely excessively large.