They are, but hopefully not stone age ASICs

I means the current generation uses what? 7.5W per GH/s? Compare that to the competition rolling out ASICs @ 0.5 W per GH/s

Most miners buying AM hardware are residential miners. They can only pull so much power out of the wall before things break or people (flatmates, landlords, wife, etc) freak out due to heat, space & noise concerns. So if you want to sell hardware, energy consumption per GH/s does matter. A lot.

Immersion cooling for Gen1 hardware is just a band-aid. Moving to 22/28nm is the solution. If the competition can, why can't AM?