I told them I paid in full more than 10 weeks ago, and they've breached their own T&C by not delivery and that I want a full refund.  I also stated I'm not a business customer, no matter how they try to squeeze it.
Now that I've paid 100%... they are "not unreasonable" and will "give back 30% of my money" cause they are good, ethical, transparent people.  But they get to keep 70% of MY money they did NOTHING to earn. Not gonna happen.

Hello there,
 
We are very sorry but as per our cancellation policy it has been longer
than 5 months since you placed your order therefore you are no longer
eligible for a refund. Please note we have been very clear and open with
our terms of order, it was released as a news update, it is easily
available on our website and you are urged to view it on the product
page before you order. Such regulations only apply to consumers and you
are a business customer with us. I can assure you that our legal matters
are dealt with by a leading law firm in the UK. Our terms of order are
completely legal in the UK. It was typed up by solicitors who specialize
in this area of law. They have advised us that all our customers will be
legally classed as businesses for many reasons, one being that the
hardware we are selling can only be used for mining cryptocurrencies
which is a business practice according to HMRC. So we assure you we have
done our research on this; we wouldn't be having this discussion if we
were breaking the law.
 
This is not accurate, our terms specifically state: 'Remainder will need
to be paid 8-10 weeks before shipment' hence we've told you when
shipment will be (September) and you now know when you need to pay.
Having said that as goodwill we are allowing people to wait up until
shipment to pay.
 
Our terms specifically mention end of Q3 as the latest we hope to ship,
if we announce we will try to ship sooner it is done purely in goodwill
and not something we are contractually obliged to do. The date in our
terms is the only one that is legally binding as that is the agreement
you accepted. Trying to ship sooner and announcing such is a goodwill
gesture on our part and is not legally biding.
 
Having said all that we are not unreasonable and as a gesture of
goodwill we are willing to refund you your deposit, this will be done
via PayPal, please confirm?
 
Best Regards,
 
Alpha Technology Team