Ah thanks CreativeX, so it is because the device will be using significantly more power than the competition, so they did in fact have to come up with another solution. Thanks for clearing that up.
Do you have additional information you'd like to share? Evidence perhaps, or is this merely your opinion formulated in the absence of any evidence? I've seen Tom on record saying that a bASIC01 will use up to 120w to reach 72Gh. That's 1.67w/Gh, so which competitor is using significantly less/Gh? Avalon? Nope. AsicMiner? Nope. BFL? Who knows.
As you know your company has estimated 60w@60Gh or 1w/Gh, but as you are also no doubt aware BFL does not have chips, and has under estimated power consumption of their products by 400% in the past. Add to this the fact that a BFL single costs significantly more per Gh than a bASIC01 and I think it's pretty clear which is the better value.