To reach that level of pricing you would need to have very high volumes and be going direct to altera.
It's probably not impossible, but not easy to accomplish without being either a tier 1 customer already, or have several years of high volumne purchases already behind you.
Altera would also probably want to select what package you could buy as well, because that also goes in the cost calculation for them.
I've had customers go to production with FPGA's before for consumer products, and because they went over specific thresholds, the received very good pricing, but they always moved to ASICs for their products rather quickly. Because even at $20, if you can get the cost down to $5 it doesn't take long to make up that $1,000,000 NRE if the design is solid and your volumes are high.
Pete