The market they are headed for is embedded, where every cent of the BOM counts. Licensing costs can add up surprisingly fast as part of that.
Server parts are a big step above that - MIPS used to play there, but after a short peak they failed many times over. It tried in the networking and embedded space for a while, but then had its lunch stolen by all the cheap ARM vendors from below, and stomped on by x86 from above.
And then desktop/laptop parts? Unless you are Apple (and even then), pushing a new arch on the desktop is a massive, expensive task, and I can’t see it being worthwhile.