While I don't use Kickstarter, it serves a bigger purpose than generating funds - it is basically a crash course in how much interest is out there.
I've seen several (many...many) Kickstarters which fail, and it's a good wake up call for those small companies. Of course, conversely I've seen several Kickstarters fail, and the designers learn nothing and keep trying to Kickstart the same game without getting the message...
While amateur games are easy to self-publish, the second you start looking at hiring a factory or even just writers/artists, etc. the costs can sky-rocket. Unless you have an artist friend, the cost of a dozen pieces of art for your game can be cost-prohibitive. So doing a Kickstarter and realize no one is interested in your game can go a long way to saving you thousands of dollars.
Also, without any data to back this up, I'd assume that many people have a Kickstarter account and it's easier to follow a project there than a hype-page on someone's own website, etc.