I know its rhetorical question, but allow me to answer this one nonetheless
- They did something awesome once, but can they do it again?
The awesome thing they did was being the first (and for quite some time, only) industrial bitcoin mining operation producing their own asics, at a time when almost no such chips existed. That is something no one will ever be able to do again.
Also, I would put this:
Do they have enough liquidity to produce their now called "3rd Generation" chips (even though there has only been 1 gen for AM)
Firmly in the "pro" list, rather than with the "cons". AM has a huge stockpile of money, thats a serious advantage in any industry. They dont have to worry about finding funding or taking in enough preorders to pay for some NRE. THey can just do what they think makes sense and if need be, think big. They even have enough money to develop several alternatives (be it chip designs or whatever) in parallel, if they think that makes sense. I dont see how that is a negative.
The question wasn't rhetorical in the least. Being first to market in high demand situation, they had a unique opportunity to dominate the asic market and squash the competition. IMO, instead of leveraging an economy of scale, they chose to perpetuate the scarcity and charge premium prices for their products.
The most common question I hear from people, concerning ASICs (other that what is it), is "Why would a company sell a product that makes a customer money for less than the potential profit?". There are a lot of reasons. First, Money (read profit) in hand is always better than money over time. Leveraging customers to deploy massive hardware deployment mitigates the risk of a single deployment and helps bitcoin as a whole (for example, AM hit a ceiling on being able to deploy it's own hash. . . also see the principles behind bitcoin itself). Additionally, getting a fair deal creates a loyal longer term customer base. In the long term, selling shovels in a gold rush makes you reliably rich. There is also limiting opportunity for competitors to enter the market, ensuring proper liquidity in your customer base to create long term profit, and brand recognition. These last 3 are especially relevant, as they are what's hurting AM the most right now. I could go on for hours about each of these principles (and have in many conversations with friends), but this is the basic drive by of the common mistakes made by "first to market" startups. First to market is the flash in the pan that creates opportunity, the hardest part is leveraging that into a long term strategy that creates an unshakable pillar of an industry.
Secondly, "huge stockpile of money" is relative. It may seem like a lot of money when viewed by single person, but I've seen many a startup achieve burn rates, in industries with smaller barriers of entry, that would turn the reserves of AM into a bad case of whip lash. The first chip produced was the "easy" one. It was a direct port of FPGA code into silicon. This type of chip is reachable for a small to moderate invest and even achievable by individuals for limited applications. The next iteration is the one to watch. It will make AM a real company producing products not achievable by a small group or individual. Cross your fingers.
I really want AM to succeed. AM is the little engine that could. They are the embodiment of consumers coming together to innovate and provide for themselves based on their own needs. Being in china, it's even more of an interesting story of free market. I've found this company fascinating, stimulating, and extremely interesting to follow. I've also observed some ridiculous short term gain mistakes common to a lot of start ups. I follow patterns and ask questions, regardless of how much I want something to happen, there are a lot of questions that should be asked/answered. You can witness them emerge in the flare-ups in these forums (albeit not well worded most of the time). When I see someone entering this forum high on the hope, dreams, pump-and-dump hoopla and hype, I want to present them with the questions/state as I see it in hopes they will ask them, find the answers and be comfortable with whatever choice they make.
All that being said, I so want AM to come back like the eye of a hurricane. I'd love to see them market a product that presents fair equity for customers and company. I have yet to see any information or strategy that gives me a reason to believe they are on a path to do so. It doesn't mean they aren't, it just means I don't see any information that says they are and that's what I look at for evaluation of value. The rest is just gambling in the dark imo. Which is fine, but when a new person shows up, they need to be aware of that.