My guess is he's already got the game pretty much funded, but is looking for additional funding to finalize things or get a production run going. Put in a low funded amount so he just needs one order to lock it in. No worry about having to cancel the funding campaign because the goal wasn't met. Collects whatever was pledged, finishes up the game and moves on to the next. It's actually not a bad strategy, if he's got the game pretty much ready to go.
I suppose this is possible. It just seems like a path fraught with peril. If he gets some demand, but not much, will he really be able to cover the costs of a print run at $38 a pop? Like say if a typical print run is 500 or 1000 but he only gets 100 backers. That seems like it would cost a lot more per unit.