I think what we're all reacting to is that it's not a planned strategy from day 1, but it gives off the vibe of being X, then much later the developer (notice with way too little timeline warning) say "oh, by the way, I'm broke, next month I'll do X".
That's what feels like the rip off. If people want to do cool projects, then let them stay cool projects. If you think you can't hold on forever, then plan that in the campaign.
But unfortunately "bait and switch" however naively implemented is abusive.