Ahh yes, my favourite new trend in online publishing: Opening a link to an article only to find I have to scroll past a full-screen image to get to the content. Preferably an image that has precisely zero to do with the content or even the outlet where the content is being published...
Pity, the article, itself, is interesting... bootstrapping a hardware business was going on before Kickstarter, so it's interesting to see these more traditional options laid out.