I guess this is hypothetically how it could work:

1. Create new ASIC hardware and mine with it until ROI, 1st profit. (gradually turning on units over time)
2. Slowly push market prices upwards to create fast ROI on new ASIC hardware offered to make it look like a good purchase.
3. Sell new ASIC hardware and make a 2nd profit.
4. Sell mined coins from new ASIC hardware into the rising market to recoup + money spent to create rise in market, 3rd profit.
5. Re-tune the new ASIC hardware for better hashing rate and resell for 4th profit.

Seems like a Win/Win if you are a ASIC hardware supplier!