Exactly, this may be common knowledge for people who were around for this type of thing with scrypt coins, but for people new to this you really need to look closely at the numbers. A couple of days ago when ETH was peaking you could punch in the numbers on a profitability calculator and it indicated you could ROI on a efficient card in a month. Now those same figures indicate it will take 2-3 months.
Now, not only has the price fallen, but also the number of new miners has increased and will not drop off proportionally. This Red Queen's Race always happens and you need to really sit down and figure out your profitability before going out and investing.
As some have stated, at least by investing in your own equipment, in the worse case you can at least sell your equipment off. By investing in cloud hashing, once you send in your money you are committed, if the price bottoms you will be lucky to get 40-50% of your money back.
People are buying graphics to mine Ethereum. The difficulty has risen a lot. If you build miner now, there is no ROI if the price is the same.