I think anyone that jumps immediately to the thought that it makes more sense for BFL to mine with their devices rather than sell them needs to ponder one thing: Selling a pre-order has the interesting property that they sell the hardware before affecting difficulty. Specifically, if you can amass a large, unknown quantity of pre-orders and not tip your hand about how much difficulty will increase when you ship, then you can (1) make more sales and (2) continue to mine more efficiently with your existing FPGA farm until the rate of new orders slows.