The majority of funds come from the $2500 contributors who want to be a character in the game. Granted, they could have commissioned an artist to make similar art for much, much less, but it's not interactive and I guess that's how they want to be "seen" by other people playing the game. You might find that ridiculous, but honestly, if you were making 6 figures, you can do whatever the hell you want with it.
Their project goal was only $5000, which is believable, but the momentum got going so well from these individual backers that other people are bandwagoning (would you pay $10-20 for a project only 5% funded?). It was a pretty brilliant perk funding strategy imo.
The art isn't this
http://browse.deviantart.com/art/Omens-of-War-199687164, but it has polish, and it's one of the few tg games that uses original content rather than caption an image of a famous model and say it's tg; hence the added value.