They definitely are missing an application that probably won't be coming until specialized chip designs are a commodity (eg agi+). Right now you can get specialized chips for much less than the cost of the programmable chip + custom design. Once a company identifies a kick-ass fpga design (and it has any decent market) they move to asic to drive down costs. I guess if fpga costs were as low as an asic it would be viable as you could change the application depending on current needs. But currently fpga chips are 10-100x the cost of asics.