That was my first thought. Crunchbase shows they raised $10.5m at the end of January(1). Now they need $100k of crowdfunding to build this thing? Disingenuous at best.

[1]http://www.crunchbase.com/organization/hello-inc

the kickstarter is surely to find & take orders from an audience for the soft launch

1. Advertising

2. Taking orders

3. Easy capital