There's a reason why they call it the "long-con"
So you agree with me. You're going to start shopping exclusively at Wal-Mart too?
How exactly can Wal-Mart rip you off if you're receiving an actual product that works?
There is no sign that BFL has a working ASIC product as of yet. And why would they use deceptive marketing? That's a really bad practice.
Another good point that is in fact true is that BFL did not develop the FPGA on their own. Someone can easily buy that chip from the supplier for BFL.
In the case of ASICs however, BFL does not have a supplier and is therefore dependent on developing the ASIC themselves. The FPGAs were different, some other company developed them.
Knowing that one can state that BFL may not have the experience needed to fully develop an ASIC. The FPGA single is not CUSTOM at all.