As I've stated before, there are people right now willing to pay $15 per sheet (call it rewards, perks, levels, or whatever you want, bottom line it's still $15 apiece at this point) just to try to get the elephant to stand up and start walking. Once the elephant is running, the price point may drop to $6 (although personally, I think it will be higher).
But these early adopters (backers) realize the crucial fact that there is no way to reach the $6 point on the trail without first passing through the $15 point. And the new product is attractive enough to them in the long run to spend $15 initially right now.
The real problem at the moment is that the elephant looks like he might have sustained an unexpected broken leg, and may never stand up. At least without some serious financial physical therapy...