The good thing is that this project didn't start out as a crowdfunding project, it's just something we're doing to make the hardware more easily available. If we end up selling zero boards, it doesn't really matter, as we have other customers for the boards.
You're right though, documentation is important and it's something we're still working on. We're not going to get to the level that the RPi is, as we're far too small to do that. However, I hope we'll do better than most of the Chinese board guys in terms of documentation and support.
You're absolutely right that software is key, as there's nothing too unique about the hardware, but I do believe we put a bit more thought into the boards than most of our competitors.
Let's see how things goes, I'm not going to make any promises here, but I hope we can deliver something a bit different.