From a Feb 2008 presentation. Opty

<I’ve arbitrarily placed the commoditization of the PC (the “value PC”) at 2003. When the PC became a commodity, that started the transition in design from cost performance to cost-performance per watt. For that transition, which will take years because designers have to change their design methods, instruction-based processing simply isn’t efficient enough. One way to improve efficiency is to page custom logic implementations into the hardware in the way that software is paged into microprocessors today. The processor in your mobile device would have a different logic implementation for a phone call than it has as it plays amovie.>