Selling complex products to small customers, in small amounts, causes a lot of support work but little revenue.
The face-palms, head-banging and ridicule are uncalled for. I am sure Achronix have chosen their business model deliberately and thoughtfully.
Say they have a big customer with 10K units buying each year, and say if they sell to small customers and hobbies, they would sell to 1000 small buyers,buying only 10 units each year. they would make the same revenue and still they would have 1000 times the support (which can be set to minimum by providing app notes, tutorials,support forum etc..) , but I would choose selling to both parties, eventually there would be more than 10 big customers in the small buyers.