Supposing they could get 10k units for $500 each, that means they could ask for $1M or $2m and be far more certain of hitting their goal. Why not do that?
It seems as if they are trying to fund development of Ubuntu for phones on the back of this hardware project. Or, unlike Jolla and Tizen and Firefox OS they lack launch partners, so they are doing a "Microsoft Surface." Maybe the $900M write-down of Surface hardware made them think $32M is a doddle.
Ubuntu should run nicely on Surface RT hardware... They could make an offer.