>>1
Probably compiled C or assembly for some cheap microcontroller.
>>10
FPGAs are used when the design is going to change a lot and you plan on selling over 100000 chips (could be less, depends on model), ASIC's tend to cost millions to produce, but are a lot cheaper than FPGAs once you need a large enough number, FPGAs are a lot more expensive per unit, but are cheaper if you don't plan on selling more than a few dozen thousand items (or less).