I've looked at PICs a couple of times but there wasn't really anything compelling to draw me away from AVRs. Having read how much of a fiasco the compiler situation is, I'm apparently not missing much. The MCU market is pretty much a commodity at this point.
Not much new to add really, but I echo these sentiments: I can use GCC for x86. I can use it for AVR8 and Xmega. I can use it for Cortex M. I can use any IDE (or not) that I want for any of the above, and have no concerns over missing out on optimizations, or how many computers I can legally install the compiler on. In many cases, there are a lot of pre-written libraries available too. Those vendors have worked in-house, and with the OSS community, to make free, optimized tools available so I can focus my resources on the application.
Chip vendors are starting to make it as easy and inexpensive as possible to evaluate, learn, and build with their hardware. I think that's worth noting. For sure, Microchip isn't obligated to offer their premium compiler (compilers, which is just baffling) for free, but if they could instead recoup their development cost by charging a couple cents more per chip (or harness the OSS community to do it for them, in exchange for no more than open communication and well documented specs), then it could be much better in the long run than sticking to old business models.
Times have changed. It may not be fair, or logical, but if you throw the hobbyests or product architects a bone, your chip is the first they'll think of to solve some problem. The resulting product may or may not ultimately end up in high-volume production, but some will. That has the potential to be far more lucrative than a relatively small number of $1k license fee sales.
Remove barriers anywhere you can. That's what all the free compilers, free libraries, low-cost development / eval boards, low-cost programmers, low-cost debuggers, app notes, seminars, YouTube videos, vendor-sponsored forums, and tradeshow presences are all about.