You can purchase our miners in BTC or FIAT.
Example1
So BTC rises to 10kUSD, you can buy a 1k miner for 1k and mine 10BTC to make 100kUSD = 99k USD profit.
Example2
BTC falls to 100USD, you can buy a 1k miner for 1k and mine 10BTC to make 1k USD = breakeven
BTC value exaggerated to make the point clearer.
So the more BTC appreciates the more FIAT you make mining so the more customers we will have eager to mine and to buy our machines.
Obviously if BTC went to 10k we would raise the price of a 1k miner, to around 80k perhaps, so that the profit would be a more reasonable = 20kUSD for the customer.
EDIT - in relation to revenue per machine - it's simple, we might get fewer BTC per machine sold but the BTC is worth more so in FIAT terms nothing changes. If we convert the BTC we get to FIAT to purchase more chips from eASIC we will have the same amount of FIAT due to the higher BTC/USD exchange rate. The same goes for divs = will equal the same in FIAT and it's FIAT that will buy you the fast cars and loose women.