Here are 4 simple reasons why BFL sells the devices. I explain this over and over to non-Bitcoiners who don't understand...
Developing an ASIC requires manufacturing a lot of wafers to recoup your NRE cost, mostly the mask set cost. In the case of BFL, they manufactured 75-100 thousand chips in the first batch, or a few dozen wafers. Each chip consumes ~15-25W (there are two of them in a 30-50W Jalapeno) and each chip is capable of 3-4 Gh/s.
Firstly, if you do simple math on power consumption, you find out that running 75-100 thousand chips would need a datacenter of 1.1 to 2.5 megawatt! It would take many more months to deploy and maintain up to 2.5 MW of hardware, causing BFL to be unable to generate mining profits quickly. It is a lot easier for an electronics manufacturer to merely ship hardware to end-users, than to deploy megawatts of hardware in datacenters.
Secondly, if BFL mined with 75-100 thousand chips, they would mine at 225-400 Th/s. This is 2x-3x higher than the current global hashrate (~150 Th/s as of June 2013). So they would instantly cause the difficulty level to increase by 3x-4x, therefore reducing their mining profits to only 1/3rd-1/4th of what one might naively conclude by using a Bitcoin profit calculator today.
Thirdly, there is intense competition from other ASIC manufacturers, who are already up and running! A chinese company known as ASICMINER currently already operates 40 Th/s of ASICs as of June 2013 (roughly 150 thousand of their own 130nm chips), and claims they will soon deploy 250 Th/s to keep up with the expected competition. Also, Avalon has currently shipped their first batch of 20 Th/s of devices to customers, with their second batch of 40 Th/s being shipped as we speak (as of June 2013), and a third batch of 40+ Th/s in the next months. All this to say that it would be very risky for BFL to just plan to mine for themselves, when they are already late compared to competition. Combined with my points #1 and #2, by the time BFL catch up with competition and mines with megawatts of hardware, the difficulty level will have increased by at least 10x. At this point, clearly it makes sense to sell the devices to instantly reinvest the sale proceeds to build more, rather than spending 3-6 months to mine to (hopefully) recoup the manufacturing costs.
Fourthly, mining is extremely dependent on the exchange rate of Bitcoin. If BFL sell/pre-sell a device for USD as they did, they lock their profits right away. Whereas if you plan to manufacture, then mine, then sell the bitcoins, anything that happens to the exchange rate during this timeframe puts your future profits at risk.
Hopes this help.
(Edited version of what I originally posted to http://arstechnica.com/civis/viewtopic.php?p=24459357#p24459...)