People seem to forget that this is essentially a group buy allowing the price reduction from ~$5k retail to ~$3.35k.
Now, sensless and GPUHoarder has gone the extra mile and *may* provide supporting platform for other developers to share their bitstreams. That does not mean you cannot use any other public bitstreams available (whitefire990) or program one yourself.
Again, it is essentially a group buy, at below retail price, I doubt these guys are making any significant profits on these, beyond the cost of all the time spent organizing it.