If it’s “use my name a likeness, maybe my voice work,” I’m not mad, it’s people paying to do stuff the devs would need to pay someone else to do instead. If it’s “I have some ideas how this story should go” I’d be a bit more concerned.

Still not really out of the ordinary for Kickstarter, or collaborative world building in general, at least the ttrpg games I'm in. And, still, the devs work with you on that stuff. Yeah I suppose it's not a pure product, but I imagine there won't be anything actually out of whack design wise when it releases.