This isn't exactly like walking into walmart and buying a vega. We're trying to setup dedicated sales channels so we can provide these boards at low cost to the community. Providing a higher performance, lower power alternative to gpu mining that would be available in the same quantities. And yes, while the price for a single unit may be higher than a GPU - the cost / performance and power / performance ratios would be better.

Edit: and yes, I'm aware we haven't posted any figures yet. We're also not taking any money. Give us some time.