The whole deal boils down to that. Poor marketing skills ruin what could become a fantastic project. They really need to join forces with someone who knows how to sell shit.
Someone could probably make a decent living running other people's Kickstarter campaigns for them. Of course this opens the door for the return of publishers and once they get a get a foot in all is fucked.
Not necessarily. There's already a lot of effort to informally help each other out, cross-contact, stuff like that. Like Obsidian contacted Fargo to talk everything over, contacted some press people to set up interviews, made sure their vibrant, hype-y community got wind of it beforehand so they and the press would build up hype. It was really well-handled, but at what point of that would you need a publisher or PR man? To make a shitty teaser website? To be able to contact press? To get the help from a guy like Fargo?
Guido did a little teasing beforehand but never seemed to make a concerted push to get it to be wider-noticed, just "letting it happen". Did he contact Fargo or Obsidian for feedback on how to run a Kickstarter? As far as I know he didn't, but perhaps there's some bad blood there (I have no idea if there is, just speculating). Maybe he's pushing it now with press sites but just falling short, I don't know, but again, the thing that it takes here is work. Not publisher-type money, not a professional PR guy, but work, contacts and a little good luck. Some of that is a little shitty coz it's not too dissimilar to the way PR works, but mostly it's just about doing your research and prepping properly. Fargo won't turn away someone looking for help on Kickstarter, and if you lack press contacts he can probably help get you started, and I doubt he's the only one willing to help out. If you need such help, and many do, you should look for it.
I can't really judge from the outside looking in how much Henkel did or did not do, but the final result fall short of what a Kickstarter needs to be. It seems to me they overestimated the automatic process of people spreading it by word of mouth, and underestimated the need to do some professional-style PR and prep work. Kickstarter is different from the publisher world, but it still needs you to approach it professionally and hard. It's different, but it's not *absolutely* different.