They&#x27;re invoking the &quot;spunky underdog&quot; memeset, that&#x27;s all. If you support them, you too can be a spunky underdog. This marketing maneuver is often successful in created a small core of very, very passionate supporters who essentially take the project in as part of their personal identity. On the positive side, you can get some serious evangelists and big spenders if you succeed. On the risk side, if a project does flounder, such supporters will support a product well past the point where it is obvious to everyone else there is a huge problem, and then once they finally realize it has failed, turn on the project like jilted lovers. It&#x27;s a high risk, high reward marketing move.<p>I say this neutrally, describing both the possible positive and negative outcomes of the move. I have insufficient information about the product in question to have a specific opinion on which outcome is more likely, beyond the observation that this is high risk in the general sense.