It's a bit more than the chips. Plenty have made chips, then failed on the implementation.
For example: Power: How are you going to move
[email protected] volts an inch across a chip without significant drop? Are you going to put your dc-dc converters in a nice hot line so they commit fraticide, next to your USB control chips so they blow those up, or around the chip in an implosion style that causes the DC-DC's to miss the air cooling and... well, implode?
Heat: Heat is the ultimate bullshit detector. Where are you going to put the heat generated from the chips, from the DC-DC's, from the 12 volt input lines (oh that's always funny). from the control boards? Which way is the heat going? Up, down? Through that wonderful silicon? How are you going to move the heat somewhere else, remember the more complex the more likely it will break in shipping, handling, and general user error.
Signal noise: Nothing funnier than having your outputs corrupted by noise from those big bad buck supplies you built there. How do you handle that?
Mounting: Nothing like having the ole air cooled heat sinks falling off due to glue problems.
Users: What are you going to do when your purchaser runs it in a sealed room in the middle of a desert?
Optimism: Design for the worst case, it will probably be worse than that.
Coding: Greatest chip in the world is useless if you can't get the answers out super quick and new questions in. What is your queuing tools, language for talking to it, ways to handle errors?
Companies that have had success have been through iterations already with their earlier technology and have had time to figure out what works (ant's concept of small chips instead of big dies is a very good one, despite the repeating power and control parts) and how to keep it going (note the S2-S5 designs being very similar. Reason for that, it works). You're stepping in with a knowledge level of zero. There are probably a ton of other gotchas waiting around.
This is complex stuff. As in "Intel looks at you like you're nuts" complex. And even if you build the ultimate miner the difficulty will probably render the investment moot unless bitcoin goes to da moon. In which case wouldn't you have been better off just buying coin and hodling it?
Someone should stamp MINING IS A ZERO SUM GAME and NO FREE LUNCH on every miner. But in a way they are selling a dream. Don't sell dreams......