Its probably because its F2P and theres not that extra incentive of getting a game at a good price.
I think this is a lot of it. A lot of people are treating these projects like pre-orders so since with this one you're not really getting the game, or you'd get the game regardless actually, there's not much incentive to put any money down.
But there's other things too, Jordan was a lot more personable in his videos despite having less to show and there was more visible back and forth between the team and the fans during their kickstarter.
Also, there's the nebulous why exactly do they need a kickstarter floating around. Presumably they've been working on this for a while, no kickstarter planned and now after seeing Shadowrun Returns they now need one? So it kind of comes off weird. Either they're fiscally incompetent and were going to be able to finish and now all of a sudden can't or their communication's bad and they gave that impression off when they actually always needed money.
Regardless, they do have a previous finished product out so we know they're real, they paid for a license so we know they've put down money, I believe them when they say they're fans as they started this before Shadowrun Returns so they were taking a decent risk with a then stagnant IP and oddly enough multiplayer is what Shadowrun is about and theoretically this could actually end up being the better Shadowrun game. That said I never played their previous games and being a browser based f2p kinda inspires me with a little bit of apprehension. I said screw it though and still backed it just now, didn't know it was so close to the wire. I think, for me, the more Shadowrun there is the better, even if this game and Shadowrun Returns both fail to live up to our expectations the more times this IP gets out there in the public the more interesting the IP may become to other parties and if even one or both of these games turns out to actually be really good, well that'd be fantastic too.
