If you have to subsidize it, then it ain't culture; it's history.
Don't bring up the US car industry her. That's mean.
There are several languages that are written on top of OpenCL - that is the whole idea of this API. But if your read the article, it seems this guy was the actual inventor of the wheel.
Same response happened when some guy made Rootbeer and let some marketeer write an alike article. It was suggested that you could just run existing Java-code on the GPU, but that was not true at all - you had to rewrite the code to the rootbeer-API. This Harlan-project is comparable: just beta-software that has not run into the real limits of GPU-computing - but still making big promises that in contrary to their peers they actually will fix the problem.
I'm not saying it can be in the future, but just that this article is a marketing-piece with several promises on future advancements.
In a presentation for a small group the unofficial statement was that they want to sell chips *now*, and not wait for a standard to mature: "For NVIDIA OpenCL is not the answer". The remark that OpenCL can be extended to support these needs, was answered with that you don't want unportable code. Funny is that you can use #IFDEF in such cases, but not if CUDA-code needs to be mixed with OpenCL.
This is just a matter of increasing their profits, while making it hard for coders who want to make performance-code for all modern hardware."
Science is what happens when preconception meets verification.