If they had 10 million bitcoins, why would they bother failing at this? Why would they invest in generating more bitcoins for other people to devalue their $200 million in coins they hold themselves?
Get a clue, they're f*****
Maybe you are not good at math. BFL announced the ASIC devices when BTC were $8 each. They could have picked up $100k worth of BTC as a side investment ($100k being a small percentage of their total capital required to manufacture ASICs) in their market, which would be worth $2.8 million today.
Also, if you think ASIC will devalue bitcoins, you need to look at some history. Difficulty increases have resulted in value increases EVERY SINGLE TIME. Not once has the difficulty skyrocketed while price crashed, never.