I think that is the exact reason why Bitfury asks for 1M - you, me and many others are capable of designing a miner (hell i even have the schematic ready and just waiting for the proper 250nm pinout and chips footprints to make the PCB) , but can't produce it in volume without preorders, because i don't have the funds for that.
Once the info and chips are available i will definitely make a miner for myself or maybe even few more for friends that know me and are ready to risk their money and wait (if some parts are delayed), but few will cost more per miner than in volume and a paying customer would demand to get in time what he paid for.
Advertising September is a good way to secure that you will deliver in-time and "Hot-water boiler" is not a miner and targeting different market, that needs hot water, not BTC