It makes me wonder why they don't release the tools and barebone firmware and such to the hobbyist developers. They're selling the hardware, right? Why sell a product with poorly developed software? That's like selling a quad core PC and having it ship with Windows ME.
They really don't have any tools of their own. The only thing they hold is the datasheet/programming manual for the system on chip they're using, but actually, the manufacturer of that keeping it secret is quite bizarre and not at all typical for SoC's. I've looked at many of them and I wouldn't ever dream of making a purchasing decision for an evaluation module, much less a design decision without knowing the full details of the programming interface of the chip beforehand. Of course there are exceptions, like the SGX on OMAP3530.. but that's a cross-licensing situation.
Actually, it would seem you can get this data off of MES's site, but they just contain broken links. Sooner or later someone will just post the information here like they did with the GP2X and I doubt anyone will care.
It's fully possible for other people to do their own job of this, but they're just too busy.. the main problem is that by the time anyone gets anywhere with it the official software will be too standard on too many Wiz's and you won't be able to get people to move since everyone has already taken the plunge and adapted to it.