Secondly, you can get L-Theanine readily and inexpensively in the US. This crowdfunding campaign seems to be a marketing exercise for something already sold by multiple supplement makers. L-Theanine also appears to be less hazardous than Tylenol.
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To call it a "marketing exercise" glosses over all of the important subtlety. Identifying a brand, messaging, form factor, and specific combination of ingredients to appeal to mass market is non-trivial. Isn't Red Bull just a marketing exercise? What about Chobani and Muscle Milk? The original Apple computers were just a "marketing exercise" around the Homebrew Computing Club, packaging up things that were already available, but doing so elegantly and building a trustworthy brand. There's considerable value in that.
I think time will tell if the gamble here is correct. Currently nootropics are quite niche - a small minority of people even know what they are or take them. This is odd, given how beneficial they can be. By serving nootropics to the public on a silver platter, we hope to evangelize the benefits, assuage people's concerns, and become defacto leaders in the biohacking space.