Also, to quote a KS backer:
"Alliance Game Distributors has the book (stock # FFE0300) listed as “in-stock” in each of their 4 distribution centers. So the book has made it to a mainstream distributor."
Alliance has been known to troll KS in the past, and buy in to stuff they think will sell.
There specifically was a store owner level - $275 gets 5 books and 5 dice sets. Add the "Double up" option, and you got 10ea for a total of $481.25.
I would be surprised if alliance didn't go that route; that level has 4 backers.