Color me confused!
If this is a chip...
Then this is just a part of the chip.
Yet, weren't we led to believe that the following is a chip?
Different chip designs look different - just like different motherboard designs look different.
Of your 3 photos, I believe the last one is actually a CAD software output of an earlier revision of the BFL ASIC. I think that was the version for he QFN package. The newest one that should ship "within 4 to 6 weeks" has a different top layer metal for the BGA package but almost certainly looks the same / similar to this photo if you remove the top layer.