All of this strangely resembles how one of my family members recently got scammed. Promise of something awesome at low price with set delivery date.
To be fair— and I should apologize to the BFL folks. Beyond having a website which was linked from ~nowhere, they didn't appear to be promoting this anywhere before I made this post.
I'd heard about it (with links to their site) a couple times on IRC, and I just dismissed it as "far too little info to believe". Eventually I heard from Luke-JR that he had bought one, and I was concerned that people were paying without more discussion.
I now feel a little guilty thrusting BFL into the limelight before they were ready— all this debate could have been skipped if the product was already shipping by the time we heard about it. At the same time there were things in the past where I thought "this looks really suspect" and stayed away but other people got screwed because they didn't catch the fishy smell themselves, and I ultimately regretted not saying more.
In any case, I'd recommend against adding too much weight to the fact that their announcements were premature— as that could have been partially my fault. Big promises and delays may be symptomatic of fraud, but they're also quite symptomatic of new companies. You don't want to be the insane asylum shrink who just starts diagnosing everyone who sees a butterfly on a blot card as crazy simply because most of his crazy patients also see a butterfly on the card.
Of course, there are severe costs if someone where to misidentify a scam as legit— people get ripped off— but there are also costs if they identify something legit as a scam: They hurt their credibility, they damage the reputation of the bitcoin community, they discourage new businesses, and they insult someone offering a valuable product/service. So care and consideration is required, regardless of how sure you are.
Assuming everything is legit: You also should be aware of the tensions any business faces when serving our community— As a businessperson, you may want to be open with what you are doing, but being open takes a lot of time you don't have especially answering detailed technicality questions for the careful scrutiny of our expert pedants, and at the same time you don't want your competition (which includes some of the people participating in this thread) to learn enough to gain a competitive advantage.
I've cringed at some of the detailed questions here— not so much because they're unfair, but because they lead to more questions and more questions... and when you've gone deep down the rat-hole it can be hard and time consuming to avoid appearing evasive while protecting your company interests and avoiding saying something which is a little factually wrong (afterall, on any given bit of technical detail one of us probably knows more than any randomly selected BFL person).
I'm very much looking forward to news about testing, and as well about shipping products which will be the real proof. Until then caveat emptor, of course.