self-built or merchant switching asics?

recently, john chambers, the CEO of cisco, has some comments on where cisco is heading to. "No fear of merchant silicon, John Chambers still considers ASICs an edge." It seems to me that Broadcom, Intel switching ASIC is fairly good enough for a large scale data center environment such as aws and azure. For enterprise network and internet, cisco still think customized ASIC can still bring competitive advantages to them. I do not quite clear about this. Broadcom also have ASICs for these markets. However, they are still not quite popular.