While efficiency is the main factor in profitability, this is a false statement. While the Bitmain S9 is the leader in j/gh it is not the only viable solution. If you are a home miner trying to mine on overpriced power of course your options will be limited.
Other options include the Avalon 7 series as well as a new player on the market ebang who makes the ebit miner. Both are around .13-.14 which is similar to the new Bitmain T9 that is a more reliable replacement for the S9. Do your homework on each machine and you can figure out which one makes the most sense for you.
According to what you're saying, home users are using bitmain devices. What devices are used by those who professionally make mining work?
chinese use the s9, which is the best miner, at those level going with the most efficient if you have low electricity is still a thing, because everything added up can put you at the top
since they(big chiense mining farm) are stealing block to each other they need everything at their disposal to compete