It would surprise me to see that they would admit that their goal is to supplant the 805x core in the marketplace. That would be too honest and straightforward. Nonetheless, you can bet that's what they're telling their investors.

There are quite a few things that an ARM can't do as cost-effectively as an 805x. It looks to me as though they'd simply like to own the "best" tool suite as the 805x becomes more popular as an IP core in addition to its many variants on the silicon market.

There have been several attempts to publish reverse-engineered free-IP of the ARM core, which have been resisted vigorously by the ARM legal team. I'm not sure how it will turn out, but it's likely to have profound impact on the IP market. For now, they're just protecting their product. It will have far-reaching consequence, though, if they can prevent a person who has never seen the actual ARM sources from publishing an equivalent IP core of his own creation.

RE