Well, it's trying to be compliant with the upcoming legalization of the crowdfunding craze. Most of the other ones out there were done before this bill pass took place.
And most of the crowdfunding sites are a little... restrictive.
Like Kickstarter for example, it's not really recommended for startups that don't offer like, tangible products. OUYA kickstarted around E3, and kaboom, it became one of the top 3 most backed kickstarters ever.
I like Kickstarter, but it's not the right source for my company at this time.