The Bitfury chip consumption is tunable (like most ASIC manufacturers have promised for their own).
The BitfuryStrikesBack 400GH/s miners use 16x16 = 256 chips, the one in your link only use 5x8 = 40 chips (as far as we can tell from the pictures) to reach 115GH/s. Obviously they aren't configured to use the same frequency, voltage, ...