The lower the prices the better.
Sure, but the rate of difficulty increase is flying so high right now that the value of X gigahash/sec is being cut in half by the month. So there's only so many more months until the difference between profit and market value is zero. I mean, this is crazy, I've never seen anything like this in any other industry. Profitability is a matter of weeks right now! We're certainly living history. Maybe this will be known as the great gigahash-crash of '13. Who knows. The market glutted with gigahash that can't pay for their purchase price and/or can't pay for their electricity costs if run, and hardware companies stuck with machines they can't sell anymore. That's bound to happen.
If Cointerra isn't careful they may be stuck with unsellable inventory.
Remember initially they were going to have their NRE all paid for up-front. So what changed? I imagine their investor(s) looked at where the market and difficulty was going and decided it was way too much risk for however many million and backed out and Cointerra decided to offload risk to pre-order customers and continue with the venture.
But despite their awesome experience and bona fides, it may simply be too late to make an impact, especially if KNC ships.
Wait too long and the only price someone will buy a Cointerra machine for is less than it costs to produce the device. Wait a bit longer and even the chip will be worth less than it costs to run it on electricity.
Well, Cointerra's chips will likely have world-class efficiency, so perhaps they'll always have chip-buys in the end, but it will be at a marginal profit at best, not BFL or Avalon profit. Those days are gone.