I think the important thing for AM is "hash density", since deploying new data centers is costly and time consuming. With a 40nm design they could potentially multiply their hashing power by an order of magnitude or more in the same space (cue to the potential need for special cooling solutions).
They don't depend on self-mining though. There's also franchising as well as sales.
You point out the price per GH/s as being similar, but is that on a per wafer basis, i.e. without the NRE's, or do you somehow extrapolate the production numbers and include them as well?
I didn't say the price is similar... Look, I don't know exact numbers of course, but what I wanted to say is that if there were, say, 20x more hashpower per die, but the die costed 5x as much, then the chip would only have 4x greater price efficiency, not 20x. And yes, the costs are greater for both fixed AND recurring costs, so I'm not extrapolating anything.