Here is how I see it:
That all actually goes down to the old discussion whether payments towards a kickstarter project are "donations" of some kind.
As the existence of donations might carry some moral obligation to donate or evoke some kind of pressure from society to give some (not all!) of Rand's followers say that donations shouldn't exist at all because this feeling of obligation or pressure is self-destructive for society.
Here the creators of the kickstarter argue that they are not asking for donations but are offering a voluntary value-for-value exchange. (The proof of that being that people accept this exchange and as a rational person of Rand's image would only accept a "good" trade, it is obviously a voluntary value-for-value exchange.)
I'm not so sure about that. I'm not so sure that the "rewards" are worth it (but they have to be because people "buy" them!) but I do believe that some people "donate" their money without expecting to get anything of same value out of it. And that would be wrong from Rand's point of view. It would be degrading and self-destructive because it is sacrificial.
But can the kickstarter creators be blamed for that? From Rand's kind of view people should just stop acting so stupid.
Anyway, here some examples of the offered "value-for-value exchanges":
$1: Project Updates
$ 10: Have your name appear on the webpage for life ("Names may be removed at any time.")
$ 5.000: Be an extra in the movie ("we cannot guarantee your image will be in the final cut of the movie")