I see E&R is using both pic and microchip as tags. microchip is too ambiguous to be effective. Many users may tag their question with it, seeing many matches, if they are using any old IC, or "microchip", in their design, not realizing that it is a company name. Also, any question using a PIC will have both tags.
On the other hand Microchip makes much more than PICs, and deleting this tag may not be seen as fair since both atmel and avr tags are being used.
Could we limit ourselves to tagging questions related to a well-known product line with only a tag related to that product line, not the company; and get rid of the the tag 'microchip'? This would allow, for example, questions related to Atmel's ARM offerings to be tagged with both atmel and arm; but would not allow questions related to the AVR32 line to be tagged with atmel.