[detaro]

Treating Kickstarter as a store involves the person running the campaign also treating it as a store (which admittedly in many cases is extremely helpful/necessary to get funded).

Rewards are promises against pledges: Someone pledges, you owe them the reward. Now if you offer your product as a reward, then yes, you owe them the completed product. If you are not sure you can do that, then don't offer the project goal as a reward, but things you can do. Then it doesn't matter that much if you fail at completing your main project.

And really, analogies don't go very far if the terms and contracts you agree to explicitly spell out something different.