The other license is getting ARM's implementation of a CPU (ie A57, A72 etc). Customers can parametize # cores, cache size, memory width etc, but the basic architecture is fixed.
https://en.m.wikipedia.org/wiki/Advanced_Microcontroller_Bus...
Secondly theres a large ecosystem of add on components designed work with ARM and be dropped into ARM SOCS, such as GPUs, Wifi modules, Gyroscopes, wireless modems, GPS, etc.
Thirdly there are a lot of SOC engineers very familiar with ARM. You can hire them streight from competitors, or college, including PHDs that have done research on it. Youd need to train up any new hirs from scratch on your architecture.
Finally theres a huge software development tool chain built around the established processor architectures. To support a new architecture youd also need to build a set of compiler back ends, bearing in mind the existing ones benefit from many years of tweaking and optimization.