Come on people, either these guys have a very bad PR or this is a scam. If you think anyone not IBM, Intel or another big player can deliver one chip that can use up to 300W in power, you're delusional. And even them would never do such thing if not for experimental purposes (if even viable for that).
TDP of a 7970 is 250W+ ... Just sayin'.
http://en.wikipedia.org/wiki/Radeon_HD_7000_Series#Radeon_HD_7900And that is a lot more than just a chip. The RAM and VRMs on these things take a good amount with it. You also should know there is a huge difference in both yields and cooling something that is <200W and one that pushes through 300W or more. Same reason why you see Intel having high-end chips at 130W+ but not much more than that.
You do know a Bitcoin ASIC (any ASIC) is going to have heat load off the chip too right? No ASIC runs as 12V so you are talking about so pretty "beefy" DC to DC converters. Not sure why people assume xW at the wall would mean xW at the chip.