In terms of their seriousness, word on the street is they are moving from custom chips they could be getting from Marvell over to some company I've never heard of it. So, they are making decisions that appear serious in this direction:

With Alchip, Amazon is working on "more economical design, foundry and backend support" for its upcoming chip programs, according to Acree.

https://www.morningstar.com/news/marketwatch/20251208112/mar...