Consider that the Parallella is not their intended product. The Parallella is a dev platform/proof of concept to get people to design the Epiphany into new products.
They're not likely making money on the Parallella - in fact a lot of the delay for the Kickstarter campaign was due to issues related to cost (e.g. the design is cut to the bone, and they managed to eventually get very good pricing from Xilinx for the Zynq etc.). It looked like they were in trouble for a while until they got a cash injection from Ericsson and Carmel Ventures early this year.
As such, while they'd certainly benefit from more exposure, and getting it in the hands of more people, they also have every reason to manage the process so building boards doesn't get in the way of actually evolving their chip designs etc. too.
They're not likely making money on the Parallella - in fact a lot of the delay for the Kickstarter campaign was due to issues related to cost (e.g. the design is cut to the bone, and they managed to eventually get very good pricing from Xilinx for the Zynq etc.). It looked like they were in trouble for a while until they got a cash injection from Ericsson and Carmel Ventures early this year.
As such, while they'd certainly benefit from more exposure, and getting it in the hands of more people, they also have every reason to manage the process so building boards doesn't get in the way of actually evolving their chip designs etc. too.