Maybe if they put some filters on the e-ink display it could squeeze a couple extra $100k?

May be.... but most of the money in Instagram went to the VCs; here, all of it is going to the company.

Not necessarily most… The two founders owned 50% of the company so at most half.

5% to KickStarter. Which would make KickStarter a viable business. I assume 5% of all sales is to deal with cost of transactions though, maybe they have a deal with Amazon.