Kickstarter changes his game to save it’s face:

It’s hard to know how many people feel like they’re shopping at a store when they’re backing projects on Kickstarter, but we want to make sure that it’s no one. Today we’re introducing a number of changes to reinforce that Kickstarter isn’t a store — it’s a new way for creators and audiences to work together to make things.

There were several projects in recent past, very prominent ones, especially product/hardware projects that were way behind schedule, thus giving Kickstarter a bad name. Even though it wasn’t Kickstarter’s fault, but with the  Kickstarter received mainstream fame, it was important to remind people what they are ultimately signing up for:

Helping people realize a dream, not pre-ordering a product.