I've been somewhat successfully rolling over my ASICs to the newer models keeping the same price and increasing hashrate. Gridseed mini -> Gridseed Blade -> Zeus clones (although these should come bundled with nuclear reactors) -> Innosilicon, but it's just postponing the inevitable. If difficulty keeps rising like this I will eventually lose money. And if Titan doesn't scare you here is another preview of what's coming:
https://bitcointalk.org/index.php?topic=645610 (these Chinese vendors have a history of actually delivering unlike e.g. Flower et al). The only hope is that between now and when the REALLY BIG ASICs arrive maybe there's going to be some slowdown.
By rolling over your ASICs do you mean that you've taken your profits and re-invested them in newer, cheaper and more powerful units? It's amazing how quickly expensive miners drop in price.
I'm thinking that I'll ride what I've got (Gridseed Mini's and DualMiners) into the sunset, because it seems like most (or all) of the shipping ASIC alternatives have little or no chance of an ROI (including all the Zeus and Innosilicon units, if you factor in the likely difficulty increase). I realize that this is an arms race, but the unfortunate truth appears to be that escalating doesn't really result in more profit.
It would be great if there was a game changing technology, like the 100MH for $2k units you linked above. That would be one of the cheapest dollar for MH/s solutions out there. Of course if it doesn't happen till the end of this year, it might be too late. And I can't bring myself to preorder any of these non-shipping products, even if that's the way the game is played.