Luke announced, due to hitting 300% of his funding goal, that he will be making all the cover gold foil stamped, adding some fancy end papers, and making the overall production values better. So, kudos to everyone who is backing this.
If you aren't backing this, you really should. Not only is this is a different kind of game, it's a different kind of Kickstarter. There are no stretch goals, which is usually one of the biggest drivers of support. So when Luke announced the above, it was because he wanted show his support for the massive response this game has received.
The funding levels are completely reasonable. You're paying what this will cost if you wait to buy it in a retail store. What's particularly exciting is that PDFs will be available (Luke is not the biggest fan of these). Even if you don't want to spring for the full $35, you can still get in own the action for $15.