The problem is as far as anyone can tell they are living off the same designs they had a decade ago and not actually coming up with anything new. None of those designs are actually able to compete in any segment these days: not performance, not low power, not performance/W. Unless they can somehow be the absolute cheapest option and go for the segment where anything is good enough it's hard to see them make a living, let alone thrive and come up with something new.
