This question of "why dont you just mine instead of selling?" is answered by (paraphrasing) "we don't mine, we are hardware enthusiasts and this is what we do".
I will believe the product when I see it. And if I am wrong and they do deliver, then they are retarded for selling their secret.
Legitimately, these would need to be "burned in" by mining. So they can do a little of both -- mine some for themselves (while difficulty is low).
Watch for shipments to be timed right at each difficulty adjustment. (e.g., mine before the difficulty change, then ship, then start the prep for the next batch for shipment 2,106 blocks later).
But they probably could never get the investment funding necessary to design and build these if they weren't pre-selling. So even though this route does leave potential profit on the table (from not mining themselves), it does allow them to not just remain in the mining hardware vendor space but to remain the leader.
Private funding allows for them to get these manufactured. less people in on the pie means bigger pie for you.
I guess we should be "thankful" they are wanting to "share" their creation(s) with all of us.
You're forgetting that they are hardware manufacturers that are developing hardware (not just software) for a relatively unpredictable market.
If they were to keep it all a "secret" and just mine themselves, they'd be shooting themselves in the feet.
Why?
If they were to, they start mining like crazy. They, single handedly, raise the difficulty level. Sure, they get some marginal profits initially, but because no one else owns this technology or "secret" - they won't be able to make any SIGNIFICANT money for themselves. Because who knows? Their bitcoins after their shenangains might not be worth anywhere near as much as their investment into the technology to begin with if difficulty for mining shoots up, no one can mine for bitcoin, prices may or may not change drastically, mining would either stop or halt because this HUGE unknown is pouring out hundreds of Th/s of hash from their "secret" ASIC farms and no one else can hold a candle to it. I mean, this is hypothetical but I cannot see how far off it would be one "group/individual" were to just suddenly be pulling Th/s out of thin air with no one else to compete.
They're making a much larger and SOLID profit by selling the hardware. Bitcoin could flourish in their favor, but it could completely bomb too and they would never recuperate their own ROI on dev. Their profit on most the hardware
initially will be full proof. Their selling hardware for profit, not creating hardware for themselves to hypothetically make money on an unpredictable market.