It would've been the kiss of death if they capped their goal at 10 million from the start. 5 would've seriously been pushing it.
That runs the risk of not getting funded at all, a good chuck of revenue lost from the fanbase as the cards would not be charged, and then they'd have to either give up or tuck their tail between their legs and restart it with a lower goal. Massively embarrassing.
A more organized KS, clear and concise goals, and the physical copy all from the start would've helped somewhat but it would've never elevated it anywhere near the 10 million mark. Not even mega popular star studded projects reach that much.
Hell, even Star Citizen capped at 2.1 million, with additional crowdfunding from their site making it over $6 million initially. Only reason it reached the 85 million mark was because of on-going funding.
Seriously if that doesn't convince any of you, I don't know what will.