That's a big gamble it has a good chance of working. However, it also will take 'focus' away from Esty's core business. The bigger question is, will it be worth the effort and subsequent headache.

There are going to be a load of headaches that Esty never factored in. for example happens if someone raises $1M to produce a new dress, then over the span of the campaign the dress gets duplicated so many times that the dress is no longer worth the target price by the end of the campaign. What happens to the money, should organizers go thought with the campaign knowing they will lose money, do they refund the money, or do they use it as they see fit?