Thanks for your reply. I honestly can’t blame you at all and I think you are quite right. To make people feel better I will try to do my best to answer as many questions as possible.
First I will start by listing our negative points and then the points that I believe will help people
1.   We have only just opened
2.   We have no previous history
3.   We are taking your money in Advance
So to answer these issues I would like to say the following and please feel free to quote me.

1.   Yes we have just sprang up, everyone has to start somewhere, We have been personally mining for a few months and we want to be part of the ASIC wave which I think we can all say is coming in the next few months Avalon have already started and I don’t need to talk about BFL. 
2.   The hardware development companies we are using (names will become public shortly) have many years of ASIC and FPGA development behind them and we are confident that with their expertise we can produce and deliver when they become public so will there work and you can purchase there designs and see all the publicly available information on them
3.   Let me be very clear on this one our web shop is not taking payments for ANY products today at all. We will only open up for payments when we have some more significant specs to provide. We have opened up for registration only and so that when we do launch a product we will hopefully have a bit of history so point 1 will become less of an issue.

Things that will happen this week
We are going through Thawte to get a EV certificate so our website will be https to give you extra confidence. We will be constantly posting on our news pages of the progress we make in the next few weeks,
We are holding daily meetings with the partners and getting reports on progress on the development, we are faces with some challenges and some decisions that will be made,

We will use the voting section on our site to allow as getting feedback on things like power consumptions requirements and device size. Time is at the essence and we will take feedback and suggestions from anyone in this early stage to actually drive the development with real user requirements

ONLY then when we have enough stats and some hard figures will we launch the ability to enter the order queue, so before that day comes I would like to ask all the Secptics out there, to please comment here and reply. The more you ask questions the more I will try to produce something that will enable you to trust us. I understand that this need will disappear after we actually ship and everyone feel free to actually wait to place the order. But the more people that register the more our hardware partners will through resources at it and the faster we can get something that you can actually order and mine with

As for names behind the company I can give you two names today

Mine is Sam Cole and my college is Andreas Kennemar the company we hold together is called Kennemar & Cole Hense the KNC in the name of KNCminer our other business is an IT consultancy in Sweden we have a site called www.hitta.se you will find  us both on there,

Really hope this project is legit. Full support!

I certainly haven't heard anything from them ....
I'd think that wanting cgminer support would be ideal for any startup ASIC company,
and an easy (and cheap) way to prove they are for real once they produce something ...

Postförskott? ^^

You will have a hard time convincing people to pay for preorders without a past track record, I wouldn't do it myself no matter how good/convincing information you were to release.

I would gladly come and pick up a few unit and pay for them in person but there is no way in hell me or 99,9% of the rest of this forum would take the chance to order from a completely unknown company. Then again there is that 0,01% better hurry up and take their money.

If you are completely legit the first thing you need to do is get a unit(s) out to trusted members of this forum to verify that you actually have a product.

and being a registered company in sweden means nothing really "Kameraexperten" and the 2-3 similar sites that pops up for just before Christmas comes to mind ;P

kncminer maybe answer our questions?

Hashing demonstrations could be faked since all you really had to do was get hold of a few Avalons and hide them somewhere ;P

Id happily preorder if I could come pay for it in person on pickup (hey it's like 2h by train :p) or pay for it at delivery, if you expect deposits for preorders then you will have to provide some impressive proof that your product is real.

I'm hoping you are real, even wishing it! Can't say I'm looking forward paying import tax for my BFL/Avalon orders and having an ASIC company so close to home would be awesome.

what is shadowy ASICminer up to?