Dear JJ,
IMO, it depends on the cost of your device. in the short term, you will have to invest quite some $$ in order to replace that IC of yours, but in the long term, this could be beneficial. it also depends on the price you sell your device and the production margin you have.
on the other hand, it might be a good opportunity to check if your entire design may be put in a single ASIC rather than looking for IC replacement and in that way the ROI might be greater.
goodluck,
Hagay / CEVA