I noticed that on their linux machine, they even had a seperate console utility to monitor the status of all the FPGAs (temp, current, power usage etc), this means that they have a whole suite of FPGA related design platform, and they just fit bitcoin's hashing function into that platform

And they said they are not going to have an ASIC prototype, just replace the FPGA with standard cell ASIC and direct go for mass production. I think this is risky, without a prototype, how can they sure all the heat and power usage fall in a reasonable level? Unless they have done this many times before, they might encounter what BFL experienced last year