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$49 for 4+, and yes the DIY is much cheaper. But the Kickstarter is about paying more to support the idea. The final product should be substantially cheaper...

Eventually it will be substantially cheaper, but don't expect it to be cheaper out of the gate.

You do understand that you aren't buying a bulb for $70 right? You are funding a startup and in return you get a reward of one of the bulbs. Kickstarter isn't a retail store, so many people miss the point of it. It's the same as when people complain about delays and say they wouldn't have "bought" the product if they'd known it would take so long.

Maybe you should build your house yourself while you're at it. Kickstarter is for people who wants to test their idea in a market.