I don't disagree, and I suggested as much to the Xilinx folks (well their EVP of marketing at the time) that if they just added $0.25 to the price per chip they could fund the entire tools effort with that 'tax' and since they would be 'giving away' the tools they could re-task all of the compliance guys who were insuring that licenses worked or didn't work into building useful features.
Their counter is of course that they have customers who sweat the $0.25 difference in price. (which I understand but $10,000 in tools and $15,000 in consulting a year is a hundred thousand chips. Which they say "oh at that volume we would wave the tooling cost." And that got me back to your point of "You already have their design win, why give them free tools? Why not give free tools who have yet to commit to your architecture?"
Their counter is of course that they have customers who sweat the $0.25 difference in price. (which I understand but $10,000 in tools and $15,000 in consulting a year is a hundred thousand chips. Which they say "oh at that volume we would wave the tooling cost." And that got me back to your point of "You already have their design win, why give them free tools? Why not give free tools who have yet to commit to your architecture?"
It is a very frustrating conversation to have.