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New 35mm SLR project launched at Kickstarter - Reflex

I asked myself the same, then I realized that what may have been meant was contributions per time-period .
 
It's possible to reduce your pledge (or increase it) up to the deadline. I expect some people over-pledged, to try to get the project over the line, but then rowed back once it was clear it'd passed its goal, to save some money.