I was thinking that selling lots of AMHash as opposed to self-mining is especially in AM's interest if the difficulty is going up (and ROI is impossible for AMHASH customers).   If difficulty is stable or going down - it's more in AM's interest to self-mine rather than sell cloudhashing, i.e. letting AMHASH customers get the profit.    It was always going to be some split between the two, but since the difficulty stopped going up exponentially, it would seem to me that self-mining is more profitable for AM  than selling the hashrate.