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is this a (bad) joke?
I think it's a good joke.
No, it's art.
This would be funnier if it didn't violate Kickstarter's project guidelines.
> PREVIEW: This project page is not live.
He's going to need more than $19 million. Besides Kickstarter probably being worth more than that, he loses 5% to Kickstarter and another 5% to Amazon billing.

So the jokes on him!

He'd laugh all the way to being millions of dollars richer. Kickstarter has no provisions for refunds when a funded project fails its goal.
This is somewhat similar to Google Will Eat Itself, a project that has used Google Ad revenue to automatically purchase shares of Google. They currently own about $500k worth of Google and estimate owning the entire company in 200m years.

See (photosensitive warning) http://gwei.org/

This reminds me of my friend's plan to use the American Express "black" card with no credit limit to buy American Express.