One of the important things for any startup product - whether it comes from a new company or a well established one - is publicity.
Marketers have recognised that one of the ways to growth hack an new product is to get the exposure which comes from a crowdfunding listing. Many people follow sites such as Kickstarter and Indiegogo and they are early adopters for new products.
So high profile crowdfunding sites are now awash with companies launching products. Some are merely trials to see where a market is going and where there might be traction, some are "if we get enough interest, we'll build it" ways for marketers to put pressure on their product teams.
And some are honest - with the company name on there, some are fake startup companies with a small print (part of X PLC) affiliation or even none listed (it doesn't have to be there on a crowdfunding site).
Just like fake profiles on dating sites, we'll keep seeing more of it until people wise up and stop using the crowdfunding sites which allow it.