Given the time sensitivity of this market, FC might have chosen to sell at a lower price to bring in the cash sooner in order to ramp up production faster.
Speculation is like religion. You either believe or you don't. If you don't, get out.
Or maybe FC is trying to suffocate the comp with underpriced ghs
I'm not sure which competition you're referring to. There is the one that is already shipping (and took your money already) and the one that has taken pre-orders (and also took your money already).
I think everyone has enough money for the next round (possibly two) and some are building or have built their own mining operation (and are thus less likely to suffer from AM's pricing in the short term). Besides, you don't win by selling at, or under cost unless you have bigger cash reserves than the competition and I doubt AM's in the best position there.
They must also preserve their profit margin as the move to 28nm and lower will be tricky. It will be costly and will require experienced professionals (Gen3 is child's play in comparison).