I mean, he's aware of his popularity and privilege. He's made a few comments clarifying that it wasn't to "stick it to Amazon." He does have a problem with Amazon's business model when it comes to authors as well as the traditional publishing industry's barriers to new authors and he understands that these are people's only real option. He used that clout he has in the industry and his fiscal security to try help open up other avenues for publishing. And yeah, the guy is rich, but not publishing house rich. Printing thousands of books, then distributing them likely takes more liquid cash than he has available. He had a good idea of what it would cost and that's what was asked for on Kickstarter. If he hadn't made that, all the people would have kept their money. If more money was needed, he is rich and could probably cover it. I don't see any risk here that anyone shouldered except for him risking his goodwill with fans.

I try to be skeptical of people. Particularly successful people who have made a lot of money. But from everything I've seen, the man lives his values and seems to be a pretty good guy. For his Kickstarter books, when he was talking to Audible about the audiobook versions, they offered him a very good deal. Then he pushed them to tell what a typical author would get. When he heard how bad a deal that was, he refused.

The man really cares about books and their place in this world. He has been successful and made a lot of money and social power in the industry from decades of writing. Now he's using that to try and make the industry a better place for all writers while also still getting his books to his fans.

And my understanding is that his employees at Dragonsteel have profit sharing as part of their working there, on top of their paychecks. So any money he makes is also distributed throughout the staff. He also seems pretty liberal for a member of the LDS church and has spoken about his views evolving over the years as he's realized the reality around him. He seems like a pretty genuinely good guy doing his best to change the industry for the good of all writers.