Earlier quoted context omitted.
Yet I still only got hardware support for it on my first devices last year. The downside of "rapid" iteration on video codecs is that content needs to always be stored in multiple formats (or alternatively battery life on the client suffers from software playback, which is the route e.g. Youtube seems to be preferring).
It'd be really cool if we had 'upgradable codec FPGAs' in our machines that you could just use flash to the newest codec... but that'd probably be noticeably more expensive, and also not really in the interest of the manufacturers, who want to have reasons to sell new chips.
They're called GPUs... They're ASICs rather than FPGAs, but it's easy to update the driver software to handle new video codecs. The difficulty is motivating GPU manufacturers to do so... They'd rather sell you a new one with newer codec support as a feature.