Has anyone noticed that crowdfunding is not just about a bunch of young aspirationals looking for cash? What started out as a way to democratize innovation and access to capital, is now a sweet way for well-established companies to play at being a “startup.”

Why would you want to play at being a startup when you’re not? “There are so many good reasons,” said Bruce Bornstein, President and CEO of Aftershokz, makers of well regarded open-­ear bone conduction headsets. “Expand our visibility, get consumer feedback in product development, raise money without dilution, offer a pre­sale of new product, the list goes on.”