This morning, at 10 am EST, Pebble’s homepage countdown finally finished, and pointed users to a Kickstarter campaign for their latest smartwatch, Pebble Time. Unsurprisingly, they blew through their modest target of $500,000 within 13 minutes. By 24 minutes in, they’d hit $1 million. At the time of this writing, they are at $4,526,809 and not showing any sign of slowing down. But there are a lot of questions – many about the watch itself, but also some important ones about the strategy for Pebble as a business in an increasingly competitive space.