My problem, Payton, is that anyone can pitch an idea. The sort of people who can sell a game are those that didn't strive for the glamorous and grandiose when they first started earning their stripes, but rather earnt their stripes but working their asses off proving some basic skills to their audience. They created something that proves that they're more than ideas-men. They're more than a story in a video game. They're more than throwing money at motion-capture sessions. They're more than "emotionally-moving" cutscenes. They're more than expensive voice-acting. They're more than the topic-of-the-month in the news. They're more than a stringer at the end of a trailer. They proved that they can get shit done, on-time, on-target to a relevant audience and on-budget (else have a firm understanding of why they weren't and can demonstrate how they'll avoid it in the future).
I haven't seen any real evidence that there's much of a strategy for getting people interested in this game other than "I know there's people who want AAA games on the iOS platform and I know people would play more games if they were more readily accessible, and I want to be the one to prove it". That's not something I can get behind. It feels like team of creators who want to make something because it's sexy, rather than practical. A top-down, concept-driven approach to design is all well and good if you're either working with a proven team or a very-low-budget (indie, for lack of a better word) title, but I struggle to get behind it when I'm being pitched that sort of thing from people that haven't earnt their stripes as a team. I'm much more impressed when I see a damn solid bottom-up, design-driven pitch from new teams. It tells me that the team has their priorities in order. It tells me that they'll be able to reasonably budget and schedule the project. It tells me that they're not in it for the sexiness of the project, they're in it because they have some solid, fleshed-out gameplay-driven ideas that they believe they can implement 'better' (or at least differently) than anyone else.
The iOS thing is probably a problem, but I feel like it's only a symptom of the larger problem with the pitch, and perhaps even the project in general. I'd hope that moving forward, successful or not, that larger-lessons are learnt. If not just for this team, than certainly for others looking to start projects on Kickstarter.