I think it depends on the toolchain. Itanium didn't sink because of the optimization it needs, but the because of the toolchain which can't do all the optimization.
So, if a complex processor comes with a toolchain which does all the tuning by itself, I think it can sell equally well, because the burden will not be reflected on the developer, again.
So, I think popularity of the language itself has a great impact on hardware design.
AMD AthonXP had an "Optimized for Windows XP" badge on it. GPUs are built upon the programming model OpenGL and DirectX puts forward. Modern processors are made to please C and its descendants, because it's the most prominent programming model.
Lisp even tried to change this with "Lisp Machines", and they failed, because Lisp was not mature/popular enough at that point.
So we can say programming model drives hardware very much.