https://sparktoro.com/blog/is-google-losing-search-market-sh...
If anything, now is the best time for TPU to grow and I'd say investing in TPU gave Google an edge. There is no other large scale LLM that was trained on anything but NVIDIA GPUs. Gemini is the only exception. Every big company is scrambling to make their own hardware in the AI era while Google already has it.
Everyone I know who worked with TPUs loves how well they scale. Sure Jax has a learning curve but it's not a problem, especially given the performance advantages it gives.
Google does indeed lock in their own ROI with deciding to not compete with AMD / Graphcore etc, but that also rooflines their total market. If they were to come up with a compelling Android-based Jetson-like edge product, and if demand for said product eclipses total GPU demand (robotics explosion?) then they might have a ramp to compete with NVidia. But the USB TPUs and phone accelerators today are just toys. And toys go to the Google graveyard, because Googlers don’t build gardens they treat everything like toys and throw them away when they get bored.
The guys at EDA companies care because Google's result makes them look like idiots when you take the paper at face value, and does advance the state of the art a bit. They have been working hard for marginal improvements, and that some team of ML people can come in and make a big splash with something like this is offensive to them. Furthermore, the result is not that impressive and does not generalize enough to be useful to them (and competent teams at these companies absolutely have checked).
The fact that the result is so minor is the reason that this is so contentious.