Are they doing this out of spite for bitmain?? No offense but it does not sound believable that it suddenly exists.
I could only suspect it before but now it is all too clear. Halong is simply a propaganda smoke screen in the BTC/BCH tug of war.
Bitmain allied with BCH therefore BTC Devs need a hardware ally so they created Halong. Slush is also very aligned with BTC Core Team so it all makes sense.
Halong may very well have every intention of trying to create an actual miner so this is not the typical run away with the money scam. However they are completely deceptive in their tactics.
I have come to believe their motives are:
#1 publicly denounce bitmain. you can easily see this in their marketing and comments on this thread
#2 soak up money from miners who would otherwise be buying from bitmain
#3 collect money from the unwary as a slush fund to be used to advance Core priorities
#4 the last priority in all this is to create an asic miner. They may actually make one. I can only hope that they do but it is not their primary focus.