Based on this post, the ASICMiner Gen3 chips are around 1W/GH, which is nothing special. The pricing is barely competitive with current Bitmain, Coincraft clone, and Spondoolies-Tech offerings. If this is what current shareholders were banking on to lift the share price, I think you better take off the rose colored glasses and think again.
That's not for the chip, that's for the whole miner. The miner isn't an AM product, only the chips are and if people are making miners, they've already bought the chips.