Big difference. Did you even watch the video? "Free" for schools in need aka not many schools qualify for the free option so you're basically funding a start up business.
And? Perhaps it's a startup that I'd like to help "kickstart"? That's doing something I admire and want to support? ZOMG IT CAN'T BE!!!!
I assure you if you were starting a small business you'd go to kickstarter too if you could, like thousands have already successfully done. It's a lot nicer to work off the honor system then to deal with Vulture Capitalists or hope to win an SBIR.
Practically every kickstarter project that produces a product is a "small business". If you have some misguided notion that helping fund a startup is inherently a bad thing or waste of money, well you're welcome to shove that stick up your ass. In the meantime I'll get a nice feeling from supporting a good cause when my Reading Rainbow Mug arrives.