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They address this in the Kickstarter FAQ. https://www.kickstarter.com/projects/1520156881/openbook-the-honest-open-source-and-awesome-social/faqs#project_faq_2

• barking 8y ago
  They are going to buy openbook.com with the money they raise from kickstarter. Seems like a complete waste of money to me. Who types in a url any more?