Why do you think Steve Jackson and Steve Jackson Game is a company that is well to do?
Hobbist Gaming industry has very thin margins, and fairly high production cost. The reason why Steve Jackson Games has been around as long as it has is because Steve Jackson & Games have had so far a brilliant ability to read trends and feel the future for the industry.
Munchin, is a very well selling game, but it's not selling like M:tG well. The other source of income that Steve Jackson Games has is it's rpg on line store, which also have low margins.
The Orge game is very very expensive to make, (to physically make, not including the money on RD and prototyping) , expensive to ship, and takes /alot/ of storage space due to its HUGE (relatively speaking to modern hobbist games) size.
It's very expensive product to do anything with. When Steve Jackson said they'd only be able to make 3k for one production run they figure it'd sell in about a year, that should tell just how expensive, and how low selling they thought this product would be.
Kickstarter is a great place for someone, liken Steve Jackson Games. A company that has a long history on delivering products but doesn't have the easiest time in getting venture capitalism to invest in new product lines.
And with the Kickstarter, it allows Steve Jackson & Game to have pre-orders, and to see just how far they can really take the game, while lessening the damage of Over Production.