Hasn't Matrox had been in the Video Wall business for quite a while? Whose GPU chips have they been using until now? I clicked the article, hoping to find out.
Matrox has never really invested or reinvented their architecture since the G400. They just kept updating it with minor updates for process nodes.
However if you ever run a DXCaps on their products, you will see they are WOEFULLY outdated in terms of HW Support. As windows the OS has advanced, there's a certain minimum of HW support that their products just won't do well. Selling windows 7 (DX11) is no longer an option (DX11 was just a superset of DX10) DX11 is now 12 years old believe it or not. (Gamescon 08 is when it came out.)
As advanced features are often a requirement for modern platforms, I can see where this became cost prohibitive for Matrox because of the niche market. DX12 has some hefty requirements. Thus it's cheaper to tweak existing platforms and resell them. But make no mistake, I'm betting this is just same girl in a new dress.