32 bit uCs are nothing new. However PIC32s are large high performance devices with AES, Ethernet, USB etc built in depending on model[1]. They operate in a totally different area. You can use one to run a webserver and drive an LCD panel for example.

Atmel also offer 32 bit uCs in the form of AVR32 and ARM based parts.

[1] http://www.microchip.com/pagehandler/en-us/family/32bit/appl...