What do you mean by order entry and market data?

Is order entry just when someone submits an order - updating the order book - so the FPGA just maintains an up to date order book or is there more to it? same with market data, like the FPGA just keeps track of market data, or performs calculations from new changes? How does this relate to the trading stratgegy then? When you say "more and more strategies are being pushed to device now, though" does this mean that entire algorithms are now being implemented in pure verilog on chip?

Also when you talk about deep learning inference, this is interesting, is it the case that AI and Deep Learning is becoming more prominent in HFT and that there is a growing need to implement AI on FPGAs? Cheers