ktchong: Jane Jensen's Kickstarter was using Kickstarter to try to start a company/studio instead of a game/project. That's a violation of a Kickstarter rule: people are not supposed to ask for money to fund or start up a company. Jane Jensen added the project later when people complained, but then a lot of people were already turned off by her pitch to fund her company/studio.
I can't remember any controversy about this at all, and I don't think you're describing her Kickstarter-project correctly either.
She had a very clear project for her Kickstarter. She wanted people to fund a year worth of adventure game making, and take part in the actual development. This included choosing what game she should make first. As a part of that, she asked the backers to vote for a concept, from a selection of three. This was always the plan, but she started the vote a little earlier than planned because many people understandably wanted something more concrete before forking out.
Her initial pitch was no less detailed than the one Double Fine gave. They basically said "give us money and we'll make a point & click adventure", and that was pretty much her pitch too. DF didn't start work on the project until after the Kickstarter - they didn't even have a concept planned. She at least had three pretty clear and well developed game concepts that the backers eventually got to vote on.
But you are right that first impressions matter, and that she probably would have gained more support if she had come to Kickstarter with _one_ of her three concepts instead of wanting players to choose. Tex Murphy also got a really bad start due to first impressions; they weren't clear about the DRM, and this caused a lot of anger and negativity from the DRM-free crowd. I think that outburst of anger really hurt the project, as everyone took note of the early negativity.
Sadly, Hero-U seems to have hit the same problem with first impressions. It does seem like the money's stopped flowing in, and from here on and in it needs at least 10k per day to reach its target. That's A LOT of money.