Normally I wouldn't be posting in your thread, but since you called BFL out directly I figured it was an invite. I'm a little confused here, Tom, so maybe you can enlighten me. You say you are far enough along in your process to have prototype boards (or was it production boards?) arriving in your hands this week or next week... yet you can't give any power numbers? If your crack team of engineers that are designing this are so great, they should have some power estimates, within a reasonable margin (say +/- 10%? 20%?) that you could give out, right? Why aren't you publishing these numbers with the caveat that they are estimates? Do you actually have numbers or are you not as far along in the process as you'd like people to believe?
You say you guarantee your device will be competitive with any other ASIC on the market. What is competitive? Can you define that for everyone? Is it 2x the power consumption? Is that still "competitive" or what does the value of "competitive" mean to you?
Here's what I think your customers deserve:
1. A power estimate, even with the understanding that may be off a bit.
2. A guarantee that if your power estimates are in fact not competitive with other products, you will offer unlimited refunds (Just like BFL did when the FPGA power consumption turned out to be wrong).
A power estimate should not be a problem if you have the excellent engineers you say you have. They should already have pretty accurate power estimates and you should be aware of them. Why not be open about it? Maybe guaranteeing refunds to people if your power turns out to be non competitive would go a long way towards easing peoples concerns that you're hiding something in order to collect orders from the naive. After all, once difficulty matures, the difference could determine whether reasonable payback is even possible or not.
For my part, I'm sure you have a competitive power envelope but the fact that you aren't stepping up to share estimates with the rest of the community while everyone else has may give people reason to doubt.
Once again, sorry to step into your thread, but since you called us out directly, I felt it appropriate to respond.
Relax slick, I'm confident your title as PR guy of the year is quite secure.
CANNOT BELIEVE I NEARLY SENT $$$ TO THESE CLOWNS.