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This is gross.

Its basically this: "We worth less and less every month. Although we're still worth/have more than you would in twenty lives, we need YOUR money to fund OUR employees' ideas because we have a lot to lose if we invest in a prototype... So you do it for us."

Would they at least mass produce the item and ship/promote it? Or do they need assistance with that too?

Crowfunding as a whole is just... No good. Unless you're a genius working on the cure for aids, you should be ashamed for asking people to fund your work. Work your ass for it!