After seeing Neil's sticker was added, I decided I really needed to investigate this whole thing. The way I understand it, the "return" you get is a guaranteed product, plus maybe some extras if they hit higher contributions before the deadline. I'm thinking of it as a very early pre-order. I do like being able to select what level you want, and if this process gives the creator more time and control so they can put out a superior, customized product, I'm OK with it.
I'm looking forward to this set, and I hope I pull a metal card!