Because of their existing product lines, I look at this more like marketing or market research. I'm pretty confident that this will actually be made. For one, the company actually has experience making and selling devices. This is a bit more ambitious than an accessory keyboard, but it's at least experience making something. Second, the pre-order reservation is about half of the full pre-order price. Unlike most Kickstarters where you have to front 100% of the money.

At some point, Kickstarter (et al) campaigns switch from high-risk speculative products to marketing pitches (get in early!). I think this is one of the later. You're right that they could probably have (or have already) funded the product development themselves. I think this pitch is trying to build a market early in the year before potential competitor products are announced.