Cooler Master might be an established company, but that doesn’t necessarily mean they’re flush with millions they can throw away on experimental ideas. This seems like a great way to both gauge interest from fans and also gather feedback before sinking a whole lot of money into a failed endeavor.
Heck if anything I’m so sick of naive individuals running botched campaigns because they have no idea what it takes to actually build physical products that I’m far more confident contributing to an established company anyway.