The way I'd expect it to be structured (which isn't necessarily the way a successful funding should be) is that signing up at the early (i.e. KS) stage would net you the best deal. Those goodies would still be available after the KS target is reached via the ED website, but they'd cost a little more.
Also, I think the whole Pledge Upgrades section needs to moved off KS onto the ED website. I get why it's on KS - this is a high target they've aimed for and so they'll want the funding via KS to help meet it. It's just it looks messy where it is; better to lower the target at the rekick, streamline the KS page and aim to get supplemental income from the ED website (where it'll be easier to do the items justice, for example with pictures of the £700 Anaconda).
Also, I think the whole Pledge Upgrades section needs to moved off KS onto the ED website. I get why it's on KS - this is a high target they've aimed for and so they'll want the funding via KS to help meet it. It's just it looks messy where it is; better to lower the target at the rekick, streamline the KS page and aim to get supplemental income from the ED website (where it'll be easier to do the items justice, for example with pictures of the £700 Anaconda).