They must have cut a really good deal to be able to pull this off profitably.
There are cheaper ways to do it, but if you want local dimming and overdrive done well with a vrr signal, there is some effort to be done on a very high speed data stream. If thats the fpga that they chose, Im sure it isnt without reason.
It would be really interesting to generate a pinout and be able to make open firmware for it.