>> as for Google. Why should they have separate Xeon and FPGA cards?
Google has two distinct needs for CPU's.
1- to abstract and categorize content as they sift data from web-sites.
2- serve client requests for search.
Possibly #1 can benefit from an integrated solution. At the cost of complexity. Does the benefit outweigh ? maybe, and they might well experiment with that.
But #2 will stay with traditional servers. And if ARM cores did the job better, they'll switch. If not, not. So far, and for the forseeable future, not.