They don't set a factory for each customer, they have 2-4 production lines (I don't remember exactly) that can produce up to 235M pounds of ecosphere (I think they use only 25-30M pound at the moment). What they pay for the client site is the gear to handle dry ecosphere product because most mills are using a liquid formula to put binder in their recipe. ROI is a couple months only so it's a winning strategy as they only lost 1 client for an external reason. Last Q1, existing clien accounted for 34% of the sale volume increase so I comfortable with how they progress.
They hire a lot of people at the moment and they put milllions in R&D so the fact that they loose money at this stage is not an issue IMO. Canaccord analyst Sara Elford expect them to lose money in 2013.
The wildcard for this year is their first building product commercial shipping. I don't know how loud the market will react but it has the potential to make a good pop once they release the nr