Copyright (c) 2011 Atmel Corporation. All rights reserved.
Redistribution and use in source and binary forms, with or without modification, are permitted provided that the following conditions are met:
1. Redistributions of source code must retain the above copyright notice, this list of conditions and the following disclaimer.
2. Redistributions in binary form must reproduce the above copyright notice, this list of conditions and the following disclaimer in the documentation and/or other materials provided with the distribution.
3. The name of Atmel may not be used to endorse or promote products derived from this software without specific prior written permission.
4. This software may only be redistributed and used in connection with an Atmel AVR product.
So, despite going to all the trouble of changing the name from "AVR Software Framework" to "Atmel Software Framework" - for use on non-AVR products - the licence still forbids use on anything other than an AVR!!
And cue the saxophone...