Quoting from the very top of the Kickstarter page:

Who is the 9th Age for?
The 9th Age is for experienced and veteran players, who enjoy a challenge and want to play in the largest and most competitive system in the world. With the best players represent their country at the ETC. As around 40 countries send their 8 man teams to claim the championship. Do you have what it takes? if you think so, then this for you!

I don’t think this appeals to as a big a group as TMS (or the wider 9th Age player group) thinks it does. Competitive players are a fairly small subset of wargamers compared to those that just meet up with friends and throw dice around – claiming that your system is the best system for the best of those competitive players in the country probably isn’t getting a lot of people onboard. They then have to point out later on that the KS isn’t actually for the system at all, it’s just for models – why not start out by saying that you’re improving the 3 ranges of models instead, since that’s what you’re actually raising money for?

Other issues – £55 is a lot for 14 models (the Equitaine faction). The knights are nice, but the damsel’s horse is… odd. There are plenty of ranges of plastic knights where I can get more for less money (and to my eyes, the Fireforge knights are much nicer).

On the other 2 ranges – with so much competition out there, is there really a need for 2 more undead factions at a pretty high price point? There’s maybe a market among the oldhammer type fans, but I think they’d need to be pretty fantastic models to make it work. The Undying Dynasties maybe have their niche for people missing their Tomb Kings, but I’d honestly expect that most of them already have most of the models they need.