I suspect Bitmain is having their current fire sale in the hope of getting their money back out of the BM1385 chips they've already bought before they become almost worthless due to next-gen miners blowing them out of the water - and I have some doubt that Bitmain was expecting Bitfury to go public on THEIR next-gen chip much less start pushing it to anyone OTHER than huge farms.
 I get the strong impression Bitmain's answer to the new bitFury chip hasn't even taped out yet, or taped out recently enough they aren't going to have a new miner available before the halfing - leaving them rather behind the curve on what should prove to be THE most important ASIC generation in Bitcoin mining history (other than perhaps the original generation gear).