Why are chipmakers suddenly flirting with Rust? For decades, C has been the undisputed king of embedded firmware. It runs your car’s ECU, your Wi-Fi router, your pacemaker. It’s fast, predictable, and dangerously trusting. Now, industrial players—from hyperscalers designing their own silicon to microcontroller vendors shipping new SDKs—are experimenting with Rust. That’s not a fad.…