If they want to sell to the un-informed masses and make a quick buck, then they can do that. But they will not prosper and will not stay in the business very long.
I'm sure the millions of dollars they've made are very useful for wiping away tears when they cry themselves to sleep at night on their private island after having "not been in business very long."
Pessimism Detection = 2 weeks
tmMaybe I'm an optimist. But I'm not buying any ASIC until I know it can earn me more than I can make just buying BTC.