Kickstarter backing for science?

I can't decide whether I think this is brilliant or the beginning of the end -- a Kickstarter-like method for crowd-funding small scientific projects. What appeals to the public and what needs doing are often miles apart, although, conversly, there are almost certainly a host of worthy small projects that are beneath the notice (or outside the main focuses of) larger funding institutions. This could help offset the starving of less sexy low-tech fields, and/or enable student projects and other limited endeavors. But it's hard not to picture a sort of flash-over-substance ethic too. Will be interesting to see.