I'm only really vaguely aware of Hepler, so that's not really a thing to me. I did pledge $50 to it, because sometimes I'm dumb and certain phrases (story-driven, choices carry major, plot changing consequences) will trigger the ape like "throw-money" instinct I have. I doubt I'll have to pony up, though, since it was at about 63k or so out of 500.
I guess this is the chick that wanted a skip combat option, and honestly, I can't blame her for that. I know during ME2, I wouldn't have minded a "fuck all this" button when yet another goddamn wave of the same baddies crouched behind the same goddamn walls while I had Sheperd hump his goddamn wall and, for fuck's sake, I just wanna get more Legion dialogue, stop holding out on me game. On the other hand, I'm pretty sure that's not a good thing for a game to need, so I can see the point of people who didn't like the idea.
As to the original question, I think the thread's answered it pretty well; wariness about the skip combat chick being brought into the project, iffy marketing, goal off for what they want to do, honestly the fact that this is the first I've heard of this thing, take your pick.