it  could be for the same reason all those other miner manufacturers had pre-orders. A way to get some crowdfunding together to boost initial orders or get R&D funds break-even. So that makes sense ... kinda.

What makes no sense thus far is the ATX case used as 'test rig'. Even if 28nm is used, the heat generated is immense. I do not see a 14-30CM fan(s) at the side of that case. Neither do I see any form of radiator rig on top of the case for watercooling of some sort.

But still ... it could be something.