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It appears that they are doing it for 2 reasons:

1. Using Kickstarter as a way to give PRO users a discount on their normal $40 rate. 2. Using Kickstarter as a way to market/announce their new business model.

If that's indeed why they are doing this as a Kickstarter then its a pretty great way to use Kickstarter, imho!

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If it was just for marketing, then they should do marketing not fundraising.

Marketing a discount through Kickstarter is brilliant!

Though you may not agree with it, a lot of people use crowd funding as a mixture of fundraising, marketing, and market validation.

I'm not sure exactly which mix of benefits FA has in mind, but personally, I don't mind it.

And currently, they've gotten well over double their original goal - which is huge validation that the market likes what they are doing.

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