The difficulty is climbing at an incredible rate because (a) lots of ASIC miners are coming on-line, and (b) a lot more people have started mining.

At some point very soon, mining Bitcoin will become unprofitable overall simply because an essentially fixed number of output Bitcoins are being divided across a larger and larger number of miners.

The only way to mine profitably will be figuring out how to mine both more efficiently and significantly more quickly than the general mining population.

Essentially if you are newly investing in Bitcoin now, you need to believe that (a) the mining solution that you're buying into will be at least an order of magnitude faster than the current generation products, or (b) Bitcoin will increase in value so much that even a small number of Bitcoins will be very valuable.

If this is just another Bitcoin ASIC, it's seems a very risky investment.