That is a good point. I helped with a kickstarter for a fusion project. Our budget was low but we hired some marketing people who spent about $6000 putting together a video for us. It wasn't great but it was the best we could manage. We got a ton of comments about how scammy we looked, including from many of the project's long-time supporters.

(Luckily it didn't hurt us too badly, we raised $180K.)