The cost to produce silicon is far lower for us than the competition. The reasons being; we have way much better perf/mm2 and W/perf. So, yes we will be able to sell chips at a more affordable price for the low end miner.
Do you have some insider information on KnC and/or HashFast? Do you know how big their dies are going to be?
H/s/mm2 is a big deal, but at this point H/Joule isn't all that relevant at the moment.
H/Joule is relevant for us because that is what allowed us to pack more hash engines in the die without going overboard on the wattage. A better H/Joule allowed us a better overall H/mm2.