I feel like allowing established brands to do this flies directly in the face of Kickstarter's repeated statement that they are not a pre-order platform or a store. Just glance down the different backer levels of these yoga pants and you can see that Dear Kate is treating Kickstarter like a pre-order store.
https://www.kickstarter.com/blog...
And fundamentally, I feel some animosity towards a platform that allows a bigger brand to completely de-risk their product launch while also allowing the company to back out without having to pay monetary retribution to the aforementioned backers.
Hmm. I'm not sure if it's "more" than before - but Kickstarter is definitely a place established companies can launch new things.
It's been discussed more on the arts side (here's the blog about Spike Lee using Kickstarter: https://www.kickstarter.com/blog...) but I think lots of the same arguments hold for companies, too.
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