This is not a new product.
Here is a history list of this product and its price in China:
http://rate.taobao.com/user-rate-174397421.htm
But leaving it there I did not found any indication on the kick starter page that it is new, and their pledge goal of $20,000 does not feel like they want to rip someone off.
I perceive it has the company itself want to start to sell to the "consumer" directly, and kick-starter is a great way to test if there is any interest.
What I want to know is does anybody see something wrong with Microduino to use kick starter like this?
What is questionable is how they are informing the public about other distributers.