They seem to attribute lower-than-average participation in their kickstarter campaign for Build Awesome to this: https://blogfontawesome.wpcomstaging.com/pausing-kickstarter...

That feels a bit weird to me. If you were sending emails about a kickstarter for a static website builder to a list that signed up for icon related news, you'll get marked as spam.

it's not lower than average participation. it is very high participation initially, and then nothing. lower than average participation would have meant that they take a long time to reach their goal. so to me the argument seems plausible.