They should use Mono.

There is actually a rumor around that Atmel is indeed trying to get the shit running on Linux using Mono. We laughed very hard when we heard this.
B@w, you are wrong on all counts by the way.
I don't care about your opinion. We have objective reasons.
It takes our competitor roughly four weeks to push out a new firmware release. They claim it is three weeks, but our observation tells us it is typically four weeks, sometimes six weeks.
The time is measured from end of coding, e.g. after a bug was found and fixed, until the firmware reaches the customer. It including tests, signing off the release by higher ups, etc.
Compare that with us. It takes us two hours - yes, two hours - to push out a new release. Version controlled, traceable changes, build, automatically regression tested, packaged, manually signed off by someone higher up with the right to sign it off, made available.
That is a competitive advantage we are not willing to give up or compromise, just because an arrogant MCU manufacturer thinks they know what their customers need, provides no support but a rubbish tool, and ignores any feedback. If a tool does not fit in our environment, if it can't be properly integrated, if the bloatware just makes trouble, or if it crashes, we don't care what some Nobel price winner says.