The Game Steward
There must have been 100+ kickstarters doing Bicycle standard decks. What's the deal with that?
Some people collect decks of cards. KS is the perfect vehicle to print small runs of eclectic playing cards that appeals to this group of people.
Then there are people who end up pledging for a deck because the particular "skin" appeals to them. Shane Tyree ran a KS project for Cthulhu themed Tarot and Playing card decks, and raised over $100,000. They are the "official" CoC decks licensed by Chaosium, and he is also producing a special set of "Horror on the Orient Express" decks for use with the new edition of that campaign (assuming Chaosium ever actually releases it - 19 months and counting).
Steampunk is also popular, if you go by how many KS projects offer that theme for playing cards. So it goes...