I don't think this is true. If you're talking about https://news.ycombinator.com/item?id=19855099, it doesn't apply to TPU hardware, as is explained in the comments there.
> TPU-like stuff is ~10x the energy efficiency of GPUs
10x is probably overstating it when talking about newer GPUs because they have ML hardware in them now. Also, that still doesn't make it a good idea to build your own chips because there will soon be many third party options to choose from. Doing your own chips is a bet that you will out execute dozens of companies ranging from startups to industry giants. Simply taking your pick of the best commercially available options is likely to be a better choice in the near future.