Gramovox Vertical Record Player Kickstarter

Gramovox launched a kickstarter with hopes of raising $50K but they were so successful they raised $1.5 million. Amazing kickstarter skills!!! The price is just $499. 

 I won't pick it apart here as they were keeping the price down.

 I think Gramovox deserves to be studied for their ability to drive kickstarter funding. Can't say this is a product I would want but I am curious about how they did it.