Everyone agreed that it will never back ROI when its price/auction was announced. (erupter blades/ usb sticks)
This. Everybody knew that those blades were hugely overpriced and there was no return in buying them.
Let's be clear. They just sold some dozens of them. Mostly to newcomers. If they were priced reasonably, you would have seen single persons buying hundreds of them and building big set ups based on those units. That didn't happen, because the blades never made any sense from a business point of view except for ASIC miner and their shareholders. Those units were just a very unprofitable toy for the customer.
The blades, post auction (so at 50 btc) were very reasonably priced. The were literally the only thing you could buy that would ship, and the ROI wasn't terrible (3-4 months). They also sold hundreds of blades, not dozens of them.
The USB devices, were initially around 6 months ROI and were not looking as good with difficulty increases. That said, they were going for 2.5x their BTC price on ebay, so a lot of people bought them to resell.
Bitching about "the market rate" is ridiculous. ASICMiner had a set inventory, and they sold out, at a rate that maximized profits.