It's interesting that they've chosen to launch the product on Kickstarter. They don't appear to need the funding structure; they're simply using it as a shop.
Kickstarter have all the right tools for selling and a proven capacity to scale well. They've sold over 4 million dollars worth to over 20 thousand people in three hours without any hassle. They're handling all the user management, accounts, live updating figures, "stock" and payments.
How much would it have cost them if right at the peak their site went down for 2 hours? Or people weren't sure if their order was accepted? Could it cost them 5% of their orders minus the amount it would have cost them to build on their own? How long would it take to have built and tested their own site to handle the load of orders (and given that they only see this peak for a short period after launch).
Plus of course marketing and the fact that a lot of people already have a kickstarter account (reducing even more the barrier between "oh cool" and clicking buy).
That's very sad.
They get a kickstart by having successful brands use their platform. You could could call it sad and unfortunate but it is inevitable.
For independent comics creators, drawing the book then going to Kickstarter to handle pre-orders is a great thing. I've done it twice and will be doing it again soon; it's a great model that lets you generate some excitement around a book release, and maybe get some new fans as well. If you go to a comics convention, I can bet that a lot of the books you'll find being hawked by their creators were funded via Kickstarter, with roughly that model. You can only say "here is a pitch, give me lots of $$$ to spend a couple years making it" if you have one hell of a track record, and a huge fan base.