If the crowd funding site was being used to pay for Sony's next model MP3 player, stereo system, or even PlayStation games and peripherals then it would seem pretty dodgy. But its not. They have started a site in which their own employees can propose what appear to be experimental hardware items that Sony likely don't want to fund without first knowing if there is demand.
Not sure how many people have actually had a look at the site. I can't read the language, but the items on their look very conceptual, and not at all things Sony would usually make. The site was probably created at the request of the staff members wanting to promote their own ideas but not wanting to get fired for going to a different crowd funding source.