Or will you send the chips immediately(few days) after payment?
Yes, they are doing a pre-order. It says so on their website.
If they succeed, when they are done their chips will go to the people who pre-ordered.
That's true, although what sucks for people who pre-ordered from BFL is that they would probably have hoarded their coins if BFL hadn't taken them, and at the time they were worth a lot less. If you ordered a Jalapeno you probably paid about 20-40btc. If you ordered a mini-rig that would have been maybe 3000BTC. Little chance you'll ever see that again.
On the other hand, it's pretty unlikely that the price of BTC is going to go up by 10x like it did last year around this time.