If you wanted to make 10x returns on your BTC, you should have taken the risk and invested in ASICMINER's IPO. You can't expect a successful company to give away products for far less than what people are willing to pay for them.
Actually I don't think any serious person was naive enough to assume they would make huge profits from a keychain miner, attraction was mainly for novelty purposes and as a stopgap during the delay in more capable ASIC being deployed to masses, since AM has proved credibility and can give short lead time.
I think a lot of people are NOT purchasing at this pricepoint- not because they won't make $$, but for the simple reason that they will not even recoup the cost of the investment, (from conservative predictions about the future increase in network power and diff) and this device has little to no resale value, and no alternate applications, it's just make no sense.
I imagine they would of sold like hotcakes at a lower price point, regardless there will be people willing to pay this inflated amount.. so smart to limit qty to bulk and have the retail take a mark up on end users, at least shareholders getting paid nicely, and they can pump this to the less savvy.