They need a hook like that, so first-time viewers (despite the KS page itself) see the rewards and impulse buys. Pathfinder kind of did that with their daily deals.
It will still need a combination of more backers + ppl upping pledges. I know they are probably going to have add-on's as they asked for suggestions in the KS comments last night.
KS-only rewards, digital add-ons like a lorebook, founder's backpack and food/drink, etc.
Hell twist the names on obvious EQ / VG related items as a nod: manashpere, fungal shirt, mask of the beguiler, chainmail of the swamp, etc.