The chips are reported to perform at 0.2J/GH, which is a pretty substantial achievement. Once the chip is fully developed / market ready, you can bet all of the big farms will want to incorporate it as soon as possible. It will drive their energy requirements down, allow them to expand, and, as a result, ultimately drive up the difficulty. How long it takes to get to this point, or how high the difficulty will go, is hard to say.