If they have set the price to $2000, the customers who bought Saturns can feel treated unfairly, because they had to pay $233.33 too much. (Counting $1666.66 per chip and $333.33 fixed cost.)
"One chip" means a chip plus a radiator and all what is needed to add when we add one chip.
Fixed cost is for a case, a controlling chips and all what doesn't depend on mining chips count.
We don't know the details now. Maybe their construction is not so modular and the Mercury is quite simpler/cheaper.
But for now I don't like the the price structure.
I'm not sure it makes such a difference to the customer. From an investor standpoint, perhaps KnC isn't getting as much as they can for the Mercury. But from a customer's standpoint, buying 2 Mercury units costs $200 more than buying 1 Saturn unit - how exactly does the Saturn owner feel cheated? They saved $/Gh - end of story.