Dissuade me from buying.
1) It likely will be last to market. Even if one or more companies are delayed (or never delivers) you can expect at least three well capitalized companies will be shipping in significant volume before this release date. That is a bad starting position.
2) ROI% is highly correlated to starting difficulty. The further out the start of mining the more uncertainty. The bigger issue is that given all the pre-orders and all the other companies with release date over the next couple months there never has been more uncertainty to what difficulty will be in 90 days than at any other point in time. Having a launch after that makes a buy right now very risky. Since your ultimate ROI% depends heavily on what the difficulty is when you start mining even if you are 100% certain you will have the chip on 1 December right now you are essentially gambling that difficulty will be low enough. You might be right but you also might be wrong. As we get closer to December the uncertainty will be less (because we will see the rate that new hardware is making it to the market and can project future rollout rates). Right now at this price point you might as well go to Vegas and put $14K on the pass line at the craps table, save the other $1,600 for one awesome weekend either way.
3) Once other companies clear their backorders they have no incentive to keep prices high. The NRE is paid, the gross profit margins are extremely high and they all have a product which devalues based on difficulty. That creates a perfect scenario for a pricing war. Worst case scenario a company like bitfury clears their Oct pre-orders, sees Nov sales flat line and cuts prices 75% for delivery in two weeks because they estimate a competitor will be clearing their backlog by December and they want to capture the sales while they still can. You took all the risk and some noob buying in late November gets a unit quicker and cheaper.
4) A lack of details. Ok they don't have the chips yet I get that. However the site has nothing. It is a marketing brochure. Give us something. How large is the case? Will it be rackmountable? Do they have some initial PCB layout? What do they intend to use for a controller? How do they plan to handle the heat? 500 GH/s is a large hot die. Some details on the chip, package, heatspreader would be nice. Have they done any thermal simulations on the proposed case (airflow, heatsinks, etc). None of that requires an active chip. A watt is a watt. Ceramic heating elements in a case would provide assurance they can remove the kind of heat necessary. Even simple stuff like how big is the PSU? Can it be used on a 120V 15A outlet (max of 1440W)? Would really suck as an American to find out that due to wattage it will require a 240V outlet if you don't have one.
For the record I don't think it is a "scam" or fake. Given the people involved I do believe they have the talent and connections to launch a product. That doesn't mean it is a good buy though.
Simple version:
least amount of details
highest system cost
latest launch date