Yep, designing something new from scratch can be difficult, but that's where the big market differentiators come from! Motor control is a good example, in my mind, because new algorithms that start out being targeted at very expensive motors gradually get implemented in much less expensive motors by MCUs (and need to be prototyped somehow first!).
A very large percentage of electric power use is tied directly to motors so new algorithms that can improve power efficiency continue to find their way into new designs. Unfortunately, many motor control algorithm 'shapes' are currently more 'square' than 'round'. We still need some work to get the right 'wheel'.
Take a look at my recent post on motor control algorithms for MCUs at MicroController Central (click here) to read about the evolution of algorithms over the years...
@DrFPGA: Let's say we can get the example code via an evaluation kit. We could use this as the basis for our design, but then so could everyone else, which means it will be difficult for us to differentiate our design from the competition.
The problem is that things like motor control algorithms are now so fiendishly complex that creating something from scratch is like re-designing the wheel (it's difficult to improve on the basic "shape" :-)