They are building a web app. It will require ongoing costs to host, support and enhance. I don't think their $10,000 goal (of which they have raised over 50% more than that) could possibly cover these costs.
What you're doing when you fund an idea like the above, is funding a startup. They will own the technology and can do with it whatever they want. That distinction may or may not matter, but it's important.
Nobody in their right mind would pay $10 for a couple stickers. You are not getting the value from the little token gifts. You are getting value in feeling good about helping someone achieve their dream...and potentially building something you intend to use.
You will not benefit economically from giving your economic assistance in helping get their idea off the ground. For tons of people giving money on Kickstart, that is just fine. The lesson is not everyone is wholly economically motivated. That's pretty cool.