A lot of speculation about how they are bleeding money and losing pre-orders right and left. However, think about the basis of their business for a minute. If bitcoin fails, they fail. Wouldn't it be logical for them to make at least a modest investment in bitcoins directly if they are going to invest millions in ASIC development?
I'm guessing that BFL probably has tens of million worth of bitcoin stockpiled (remember, they were around back when BTC was a small fraction of the current price), and is in no danger at all of going under or failing due to lack of funds.
It depends if "they" holding plenty of BTC is BFL or the inviduals behind it. Most likely Josh&Co won't pump their private funds into BFL if they have a change to shut it down cleanly with bankruptcy and blaim that on trolls and massive refunds.
BFL would be dead many times already if they didn't continue the fraudulent advertising with impossible delivery date promises.
Refunds are hitting them hard already, thats a partial reason to the increased prices. "All sales are final" is completely aimed to avoid refunds in the future.