I think the strategy of AM is effectively to offer a much cheaper price for the hardware they sell in order to make it impossible for the competition to sell their miners. That way the competition loses their income streams! I believe AM doesn't rely on the profits they make from selling the hardware. I think they're quietly deploying respectable amounts of self- and franchised-hash rate and for now use the revenue to deploy even more. One day FC will come around the corner and say "well, look at our 15% of the hash rate" - is that soo improbable?