Yeah, they're mainly focused on businesses/government rather than your average consumer. I'm not sure why they're doing kickstarter though, maybe just for additional funding. They already have plenty of money, and there are already companies using the product.
I'm tempted to get one and put Mountain Lion on it, and then I come back to my senses and realize that I'm still waiting for the new iMac, whenever it comes out.
Though it sure is an interesting design.