The point was that by their guidelines, Kickstarter is for funding projects. This isn't a project, unless I'm missing something about it...it's a fundraiser to drive the web site instead of using their existing ad revenue.
Exactly. A long established web comic with a large revenue stream has no place looking for money in a place that is supposed to be all about independent projects that probably couldn't get investment capital anywhere. This is PA taking out an operating credit line from the public except that they pay no interest and are just banking on the goodwill of their other ventures. It's shameful stuff, I won't be funding it and if this is the kind of thing to become regular on Kickstarter then I won't be bothering with anything on that site.
They could have simply asked for subscription or had some value added membership level but let's be honest, they wanted a slice of that Kickstarter pie.