Well let's be honest folks, they tried everything else and now this!
They have tried making proper games to be sold in the traditional way and they sucked. They have tried selling pre-orders on over-hype and then slipping back to EA to give ppl time to get over the disappointment of the final game they received. They have tried to crowd funding for a console that no one could possibly want.
So now, having tried all that, and having no real success, they have cut out all the complicated bits. This time, they literally just want your money. "Give us your money, we will use it for whatever we want, game related or not. If we don't hit an impossibly high ($2m) target we reserve the right to re-write the return %"
This is essentially what spam scammers do. They make it obvious it's a scam so that only the most stupid ppl fall for it, so they don't have to deal with people intelligent enough to tie shoelaces. Christ only knows how desperate the guys at Atari are to get involved in anything this pathetic - it is, genuinely, quite shocking.
I thought they were just habitually making crap games - I had no idea they were willing to plain mislead and demand money in this way. I am appalled.