Smart move. They have the former PA-Semi engineers doing first the A4, then the A5 and most likely working on the A6, and now they have another hardware team with unique flash controller IP to extend the useful life of NAND flash.
But this also raises an interesting question. A big part of Apple's sales come from its loyal fans who buy every new generation of Apple product, or perhaps every other new generation. What happens to all the older gen devices that still work perfectly -- still have useful flash memory life, useful battery life, etc.?