Is it really that insane? There is already a plethora of companies working with IOTA. No one knows much about the status of JINN due to prospective NDAs that would prevent any sort of chip production deals from becoming public. Companies are actively seeking out the foundation to see how they can become involved, not vice versa.

An IOTA efficient IoT device would simply have a tiny JINN ASIC to perform the PoW necessary to attach a transaction to the tangle.

I will add that I did mis-speak in that sentence. The hardware is not necessarily required, but will make the PoW for IoT devices negligible in terms of both transaction attachment times and energy usage. The tangle is expected to be running smoothly without the coordinator before any adoption of JINN hardware takes place.