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What I find incredibly funny is how a vgc member made a thread a few months ago with a similar topic. He said that it'd be a good idea for even big companies to use kickstarter to gauge interest and, if memory serves, every single person who posted shot the idea down. The poor thread died a quick death.

And here we are.

Anyway, I hope it's successful for its fans. Whether it's marketing or not, I don't see why you'd call it shady.