Power consumption/hashrate ratio, of this thing show that it is not an ASIC.
If You add the shipping cost, Power supply, and add the EU tax if You want to import it, we come around 1400 to 1500USD.
GPUs probably will have a lower price to 150-170USD (per pc), until July, so this thing not look so good.
My First mining systems were 6 GPU RX 470's bought at ~180$. Those systems cost me about ~1500$. This ASIC would cost pretty much the same amount.
I do hope this brings down GPU prices for everyone gamers and miners alike, I would still go with GPU's.