I apologise to DJM in advance for this pure assumption, but I suspect that these crowd funding projects along with the many retailer commissions that all jump the queue are encouraged to help finance the business. The profits from these are paying for the standard range, along with the J94 and mermaids, it all adds up to support the growing, new start up business.
Dave and I have had our differences and I am far from an out and out supporter, as people on here have criticised me in the past, but fairs fair he's trying. I disagree with his land grab early announcements, but the crowd fund and retail commissions all help fund the standard range.