I am a big fan of C, for all its faults, it's the language I have by far the most experience in, I have read multiple standard revisions multiple times at this point and regularly advise people on their understanding of the standard and how to write C.
I would absolutely hate working in embedded (if it runs linux it's not the kind of embedded I'm talking about) for a salary. Nobody treats C with any care or respect in those areas. Either that or the language is written like a legal document. If you like C because you've played around with it, understand the abstract machine and can write it safely working with a modern standard, don't expect embedded development to be ANYTHING like that.