It's in blatant violation of kickstarters rules, and was probably set up as the result of a partnership with kickstarter. Kickstarter knew that the return of pebble would be lucrative for them, and pebble knew that by using kickstarter they'd continue to wear the facade of a small fledgeling grassroots company (and while they're the underdog relative to their competition from LG, Samsung, Motorola and Apple, they're a lot bigger than they were for their first kickstarter campaign.