One thing you have to realize when you decide to try a crowdfunding system for any kind of product, especially one as hard to grasp as software, games included, is that there will be people who will gladly accept the values proposed and take it as a step to have, hopefully in a timely manner, something in return. On the other hand you'll have those that will scrutinize the values, the staff qualifications, try to gauge how successful the product might be, it's team dedication, anything really, to convince themselves, and possibly other on the fence, that this is or isn't a good investment.
Personally I think that's fine, some accountability on how you're intending to spend my (potential) money on your product is only fair. The problem comes with all the cynic, accusatory and discrediting wording that invariably emerges and engulfs most attempts at a more serious discussion about those things. Particularly on the previous article about Skullgirls I made a couple observations about the values that were readily answered by one of the members of the development team, and that's how I think this ideally should go: if you want to be transparent about your project and it's costs, be ready to answer some, maybe to you, dumb questions and that hopefully will garner you some positive feedback. In my case I'm still debating on donating or not, but only because I don't know if I'll have the funds to do so yet; the Skullgirls team convinced me it's a good cause for a good game.
Now, if you're not dependent on crowdfunding you can be as coy as you want with your money, as long the final product isn't complete garbage and forces us to ponder if something happened along the way.
On a somewhat related note, an interesting and recent video of a panel the Skullgirls team did right before the indiegogo campaign started. They talk about development, office politics, stress and the crazy amount of work needed to make a 2D character come to life:
http://www.youtube.com/watch?v=ShC1o2SwkkI
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