It's interesting to note that Kickstarter openly admits that 20000 people ordered the console. I was under the impression that all the money going into Kickstarter projects were officially donations due to legal concerns.
There's no doubt also some psychological stuff going on. Donating to Kickstarter in exchange for a finished product is probably much more appealing than directly preordering. In both cases you take risk, but in the former case you acknowledge it up front, and can feel good about helping the project even if they somehow fail. In the latter case, you'll just feel ripped off if they fail.
http://www.irs.gov/businesses/small/article/0,,id=164872,00....
The donor is generally responsible for paying the gift tax.
http://www.irs.gov/businesses/small/article/0,,id=108139,00....