My problem is aren't they an established company now? Why do kick starter? I'd prefer kickstarter to be more for the little guys, and while pebble isn't big, they are definitely an established company. take some of your previous profits and put it to work.
Agreed, and extending... They should have enough market intel/feel for their audience to predict sales without Kickstarter.
So this says to me, they are grasping as they know how the Apple Watch platform/Apple Ecosystem crucifies their offering and are striving to gain momentum before that happens.