This.
In part, I partially understand some secrecy...they're building devices for a niche market, and would preferably like to create a monopoly. If, for example, BFL went about parading their chip specs, processes, and every other little detail, companies like Avalon could come along, scoop up that info, piece it together and create a slightly better product.
I'm not saying I agree with all the secrecy behind this project, but I am saying that I can understand some of it.