Thanks for all your feedback! We’re taking all the comments into consideration and reworking our video. We fully understand the serious tone that needs to be communicated.
In the meantime we think the products will speak for themselves and have updated our fund-raising page with photos of one of the rewards:
We’ve also done an interview with Kickstarter’s official blog which answers some of your questions:
http://blog.kickstarter.com/post/347723802/creator-q-a-lumi-co