I think if instead of doing all of one army, they had set this out as "we want to make these regiment boxes and we need your funding to make it happen" and then had a mix of boxes, to go with the champion figures they already do, so Dwarves, but also Elves, Dark Elves, Orcs etc and focused perhaps more on the types that GW don't have in plastics (cos lets face it, most people use AoW figures in their GW armies, so might as well use that for now) they would have gotten a lot more interest as people would want the total to reach the target set for their armies box to be made.