I guess they will sell the chip with respect to the nominal speed of 100 GH/s for $13. But at this operation point you will not have 0.06 J/GH.
Yeah my interpretation is its more of a headline efficiency which could be used in the second half of this gen (like S4/S4+).
Anyway, this would still be a good price.
$0.13/GH certainly isn't terrible when you consider how cheap their reference design is to make and should allow the OEMs to get by at least for now.