Hyperscalers make it easier to launch a new ISA - instead of convincing a lot of manufacturers that build diverse products with it, all of which you need to more or less manage into compatibility so that your software doesn't get diluted, now you need to convince one or two hyperscalers that your solution will offer the same capacity in less space for less power. That, of course, after some compiler enablement, but that's something every ISA needs to do. You can start by building a beefy server chip instead of a full lineup from thin laptops all the way up to beefy servers.