By a better support, I mean for example like that only single f*ing programmer/debugger is required for all product lines all across the vendor has. Or how does compatibility looks in between device in terms of pin compatibility, peripheral compatibility, what kind of good alternative software tools are available. (Micromel has almost none of this).
Look how many programming/debug tools you need to support just few devices from Micromel. A whole imperial shit ton of them and they do cost money.
I do not say that it is a must to use 32bits. I just say, there are 8bits with way better support of tools, that just work out of a box.
I have used both Atmel and Microchip 8bit devices. Those Microchip ones are pure hell (PIC16 and 18F), I have quite liked AVRs from Atmel, but after spending few project with for example STM8, I don't want to ever turn back to those (now) Micromel devices.
I've been also told, that using 8bit devices does only pay off if producing high enough volumes. And by high enough, I mean very high. 100ku and more.
Take a AVR Mega 0 series, the ATmega3208 as an example: At 1ku, it costs over a $1 ($1.2, Mouser). You can get ARM devices for less than that, and even USB/CAN equipped ARM devices for the same price, with likely more peripherals and features.
But I can't tell exactly, because the Micromel datasheet lists all as "up to"... they can shove their "up to" in their ass, if the can't provide clear list of what each device part number contains as a feature set.
//EDIT: An by imperial shit ton of tools, I have ended up having STK500, AVR Dragon, AVR ISP mk II, plus a set of various chinese dongles. Yet it is not still enough to program all of their devices.