Texas, Analog, Motorola and others DSPs

I'm considering different DSP solutions for a coming project and I'd
like to hear about which are the main differences among the high end
DSPs from Texas (was thinking about the 64xx family), Analog, Motorola
and others you may know better than I do. I read, as example, that
Texas' assembler is not as easy to use and learn as the Analog
assembler, if you sometimes need to go to a lower lever than C/C++
code. Another issue I heard about is that Texas C/C++ code needs to be
optimized with some tricks in order to get the full DSP performance,
but this may be a general concern about every DSP. Let me know all your
impression if you ever used DSPs, focusing on the differences among
different brands, with their pros and cons.
Thanks, Marco

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