The chips are reported to perform at 0.2J/GH, which is a pretty substantial achievement. Once the chip is fully developed / market ready, you can bet all of the big farms will want to incorporate it as soon as possible. It will drive their energy requirements down, allow them to expand, and, as a result, ultimately drive up the difficulty. How long it takes to get to this point, or how high the difficulty will go, is hard to say.
The consumption at wall is not yet to been seen (otherwise we would have seen their mining board)
Isnt this old news?
Quite true, but I imagine the "at-the-wall" efficiency would still be better than what's currently on the market, even if it ended up pulling 0.4J/GH.
As for old news, partially. They had advertised they were working on a low powered, 0.2J/GH chip ages ago, but only recently finished development and testing. Turns out they met their original projections.