Sunplus is focused on selling high-volume consumer product chips, nearly all masked ROM. They don't welcome other types of business, probably because they think their support costs would be excessive. If you're able to sell micros starting at less than a dime, you've really got to watch all of your costs. When I last dealt with Sunplus, they had no direct support in the US, but depended on the sales reps instead. In many ways their business model is the exact opposite of Microchip's.
Regarding their 6502-like products, one motivation for limiting access to tools might be to head off reverse engineering of products based on them. (None of the Furby that I heard of ever actually got into the code itself.) I also think they're trying to motivate customers who need C to design in their newer 16-bit chips which do have an ANSI compiler supplied by Sunplus, derived from gcc I think, although none of these chips get down to the same price point as their 8-bitters.
Jim McGinnis