I think it is going to be too late for a 500GHs device in late Q4
Well they have said that the chips are 500 GH, not the devices. Maybe they'll throw 16 of them in a box and charge 7k for it? Don't really see how they will generate much in the way of orders otherwise.
People don't realize that multiple chips make up miners. They need to be at the magical number of 1th per $1000ish or less to be worthwhile against any competition and longevity as they seem to be hinting at.