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Thoughts on Kickstarters new hardware and product project guidelines?

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From their latest blog post covering the new changes:
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
- http://www.kickstarter.com/blog/kickstarter-is-not-a-store Some of the changes are: Product simulations are prohibited. Projects cannot simulate events to demonstrate what a product might do in the future. Products can only be shown performing actions that they’re able to perform in their current state of development. Product renderings are prohibited. Product images must be photos of the prototype as it currently exists Offering multiple quantities of a reward is prohibited. I am a little torn on this, it seemed like they were bound to get hit by a high profile no-ship but something about the new rules seem to miss the mark. What do you think, good move on their part?

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