The power consumption of the new chips (3rd gen) is 0.2~0.35 J/GHash [1];
and the power consumption of the chips about to be sold is 600 W/THash = 0.6 J/GHash [2].
The numbers are different, so are the chips, seemingly.
[1] https://bitcointalksearch.org/topic/m.4816701
[2] https://bitcointalksearch.org/topic/m.5153058
Actually I think the lower power consumption Friedcat mentioned is internal to the chips. But the 600W advertised for this new device is how much it would use at the wall. There are voltage conversions from the wall at least twice before the electricity gets into the chips, this causes the at the wall usage to be higher. It's the same on any device, for example the Bitmain Antminers, they advertise in their thread title the power is as low as 0.7 J/GH, but the actual devices take 2 J/GH from the wall.
Well I'm still curious if anyone else knows anything about this Weibo offer/page/guy.