To me it would have been a better approach for someone like BFL and Avalon to work together on making the CHIP and then create products around that chip.
That is an interesting business model, kind of the ARM business model. Have a firm develop mining ASIC IP, then license it to others to manufacture. ARM chips are in your android and iphones, but but ARM holdings doesn't manufacture them, just license the tech to TI, Samsung, Apple, HTC, etc.
This works when there are firms interested in in-licensing, right now the market is a little uncertain as to how many ASIC mining companies can be supported simultaneously.