It’s effectively pre-order for DLC.

IE you pay us now… when we release the DLC you get it… If the DLC turns out to suck… well that’s on you, if we release a different DLC then the one we announced, and delay or downgrade all the resources from the DLC we announced, sucks to be you etc…

Bottom line, at best it’s kind of a kick starter done by companies with more than enough money to not need it.