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Are actively asking their users if they would like a Litecoin asic when they haven't even delivered a Bitcoin one. The two are not remotely similar. and a Litecoin asic is going to be HUGE due to the memory requirement.
CRAP
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Oh, and their wattage figures are way, way out; for once, too high. For example, their 'Saturn' miner will consume a maximum of 500W. For a 175GH asic based design on 28nm? It's about an order of magnitude too high. And water cooling? Guess what -
ANOTHER CRAP
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According to KncMiner's site, their 'Mars' box costs $2795 and contains 48 Altera Cyclone IV FPGA's 115k LUT version. That equates to just under $60 each. Are they getting them off the back of a lorry?
Just to comment on a couple of your points;
They didn't say they were making an ASIC for LTC. They would be making an FPGA based (a revision to their Mars product) LTC miner.
https://www.kncminer.com/news/news-11Their statement for power consumption fits in-line with the rest of their announcements as they happen. Originally, the Jupiter was 250Gh/s. Later, they updated and claimed they can reach 350. They've taken the approach of under-promising/over-deliver. That wattage is the maximum they can confirm at this time.
KnC is no longer offering the Mars product, nor do they seem intent on actually delivering any FPGA BTC miner to those that had done a pre-order registration for one. Just today they released a new newsletter with an explanation.
https://www.kncminer.com/news/news-12Essentially, we now have the standard pre-order and pay for an undeveloped ASIC mining device. They've also now opened the order books to pay for those confident enough to give them money.