Mark Shuttleworth said in his Reddit AMA that if the project was not successfully funded he would not close the gap. Are you suggesting he would let the project die, only to reintroduce it later?
I don't think anyone is suggesting that he would let it fail and then reintroduce it later. From what Canonical has said, if it fails, it fails. They specifically say in the video that they are not getting into the hardware business. This is a one-time thing. This is sort of Canonical's "Nexus" device, it isn't their primary strategy, just a demo.
He would have to fork over something like 10% of the contribution to payment and Indiegogo fees. Probably a lot to spend, if he has to throw in a couple of millions.