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From the information I can read on the kickstarter page and their website, I have the feeling it is more like an indie company made of people who have worked with Molyneux at one time or another and who managed to have his patroning (in order to get more attention I guess).
Molyneux will probably have no role to play, except for communication.
You can still ask why he would not help them financially directly (or why they didn't ask him). Actually, those who have a facebook/twitter account could probably do that, so that there is no doubt left.
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