I think the main reason we don't do more marketing / positioning of Arduino as a general purpose tool is our belief that most people interested in "real" embedded systems aren't interested in the Arduino IDE or libraries.
I'm busy procrastinating about porting the Arduino libraries to the tiny2313
Both have free development systems available, but the PIC requires stand alone programming hardware. The Arduino is better suited than the PIC for portable projects, that a user can build from cookie cutter instructions without having to buy dedicated programming hardware used only for a one-time project.
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