At 10TH/S, you need a million households to purchase one of these miners to reach one exa-hash (EH/s).
Riot says they are expecting to have 20 EH/s by the next halving.
I think for the home-grown model to work, you can't expect people to operate at too large of at a loss. It has to be cheap to buy on a whim, and worth running for a practical reason.
Looks really sexy though.
your math is a bit off, 1EH is one million terahashes...one million of these would be 10 exahashes which would be as big as the large mining farms....what they are doing is achievable if they can scale