...given that no one has seen a working BFL ASIC product.
That's all I would need to hear. No way in hell I would put down cash on a phantom product, might as well buy snake oil. They may indeed be able to deliver a product that works as advertised in the time frame as advertised but they may not as well. And any company that would charge my card or demand cash up front months before they intend to order is not a company I'd ever want to work with. A company should never charge your card or demand the cash until the product is in stock and ready to deliver. A down payment to reserve a spot in line for one, that's fine...but payment in full before they manufacture, or hell in this case, before they even finished conceptualizing the gizmo? That's crazy.
And what if you go conservative, throw down $1200, it works great, mines like a champ and then three months down the road you have problems with it. How does anyone know that this company won't sell a bunch of product with known reliability issues, cash out, close up shop and disappear?