There is a very real difference in mindset from user-level application development (ie, general purpose PC or Web applications) to hard deadline, real-time response application development (ie, the hardware/software interface).
Interrupts, instruction sets, context switching and hard resource constraints are relatively unknown to your average developer. I'm assuming here that your 'average developer' is not an Electrical/Electronic or other Engineer by training.
The transition for this developer you mention may be well outside his comfort zone. Some of us like stretching like that. Others of us may have decided the view isn't worth the climb.
Likewise, folks who've been in the hardware area (ie, Engineers) often have difficulty with the assumptions and language of software development.
These are gross generalities, of course, but hopefully give some insight.