Funny how even bitcoin hardware producers can get caught out by the volatility of everything associated with bitcoin. Tip: Don't price your stock and inventory in btc.
It's not the bitcoin volatility that has triggered this price drop (BC has been relatively stable recently), it's the fact that they were overpriced.
During the gold rush, eggs were selling for the modern equivalent of $83 each. Cheese was $700 per pound. And this was paid by miners who were making the equivalent of a few hundred bucks per day.
When crazy people want to give you a lot of money, you raise your prices. When they get over their madness, you can always lower them again.