I would have expected to read something like, the phone is an enhanced version of x/y/z with these features, we got a great deal from (manufacturer), but we need 50,000 pre-orders to proceed.
From the FAQ:
"If we don’t reach our target then we will focus only on commercially available handsets and there will not be an Ubuntu Edge."
I don't think this supports your assumption.
It sounds to me like Mark has said, "Fine then, we'll go to our fans with the ideal device and see if the market responds. If they do, we're right and you can help us make these. If they don't, we're wrong and you can help us make more realistic devices."
I hope it works and it's awesome.
Just can't help thinking the pitch is a little half-assed, for an Ubuntu. The crowdfunding model is for little guys who are doing amazing things and can't get investment and distribution. It's a sign of weakness when an established player can't get those things. Ubuntu was featured by Dell but isn't anymore. Meanwhile Chromebook seems to have found a niche. You have to keep the users and OEMs on board and execute the stuff that's in your wheelhouse.
It's a premier, demonstration platform, not a mass market device.
Ubuntu Edge isn't aimed at the mass market. It's a special limited edition hardware platform which accelerates lots of interesting hardware technology combined with the Ubuntu phone. So it's designed for developers or technology enthusiasts who really value cutting edge innovation.
Canonical had to start with practical and common device, before going into super experimental one. And with resources from the first, go for more experiments.