According to a BFL representative, the reason why they were late was exactly because of those changes to their specs. So no, not as crazy as it sounds.
Didn't BFL say at the time that they'd originally intended to release a post-delivery firmware update which would have taken the specs to 60 GH/s?
That was the original implication. Later followed by apparent hardware level changes to support the increased speed. Hence, the extra delays.
BFL might have originally shipped at their original spec much sooner. Though that train of logic is broken (or borked) by the problem they appear to still face: namely, sourcing components. They appear to be suffering from a component shortage or late delivery of components [other than the ASICs[.
Everyone's pretty much assumed since then that all ASIC providers would have the capacity to offer firmware updates which would deliver higher specs. The question was really whether they'd do it pre or post-delivery and how much they'd try to keep in reserve.
There is no simple answer to this. We don't really know if it is even possible to just push a firmware in and make it work. We would have to ask for confirmation from each vendor to figure that out.
If you want to screw your competitors you want them to start delivery while you still have time to make hardware modifications which increase your maximum specs beyond theirs, not just do something they can match with a firmware tweak. Hell, if you want to be really nasty, you don't even announce how much better your specs really are until you start shipping.
Actually, many people would probably prefer to mine first and hope for upgrades in the form a simple firmware upgrade. But there is little proof that
A) This feature of firmware upgrades is as simple as a CLI application. (could be like a J-Tag style of firmware upgrades)
B) That the competition would be negatively impacted by simply announcing your specs late.
It pays much more (IMO) to delay the competition by forcing them to change parts and components. Everytime they do, they have to make hardware or software changes which costs time and money.
In this latest round of upgrades, BFL has basically stated they will not change their specs or design. They instead will prioritize their shipments first. Whether a customer can remotely upgrade their hardware is yet to be seen. This isn't exactly an Intel/AMD or Broadcomm chipset and design implementation.
So who knows how easy it is to upgrade. It is something we should ask the Vendors directly to get a straight answer.