I am not aware of anyone being able to "pry" Atmel's library code away from their ASF environment. I presume Keil/IAR basically roll their own. But from a 3rd party vendor's (e.g. ours) POV, it is a not very friendly. Of course this also means harder for GCC/etc. users as well. For an analogy, ST's StdPeriphLib, regardless of its quality, can be easily compiled by different compilers and things just work, whereas you can't extract the peripheral driver code from ASF and use it with our or GCC compilers.
Personally we like ST, primarily because the pinouts are very similar and the prices are very competitive: we will be releasing lines of products based on the ST chips, and we will be offering them with choices of ST M0, or M4 devices. The peripherals are not the same, but we hide those things with our JumpStart API.
The NXP line has always looked very interesting, but actually with the merger, we need to see how the availability holds up: our products will be used by customers that may have 10-15 years of production lifetime, and the long term availability is important. Freescale really understood that, but we will see what the new company will be like.