I would agree with that, unless you have sold millions of computers with said cpu, have a large software base, and have the capability of working around legacy problems.
In hindsight there is another factor as well though. The 68020 was pretty much perfectly compatible with the 68000, the 68030 slightly less so, the '040, even less and the '060 well don't even try to run it without software patches. Coldfire are pretty much incompatible. Looking back, a cpu design produced and maintained by Commodore is even better.
Your one comment on Intel being bleeding edge fabrication is my point. In the 70's MOS was bleeding edge, the 6502 took the world by storm because MOS and MOS alone knew how to fix their masks and raise chip yeilds to 70% where intel and others were throwing away 70%.
By the 80's MOS/CSG was average, and by the 90's they were well behind, all because Commodore used the vertical integration to raise profits and then not invest in additional capability. That started with the Amiga and the 68000. All of their previous computers used MOS chips almost exclusively.