Those new rules seem to have stirred the hornet's nest.
No way I'm going to read all the comments but the gist of it seems to be that people are angry about the "multiple rewards" and "rendering" bits.
I get why they have done it but it seems we have an example here of the law of unintended consequences, if you have a small and cheap item how are you supposed to reward a $500 pledge?
The rendering is not as clear cut IMO, I know all too well how easy it is to knock up a flash-looking render and some blurb but have nothing of substance behind it (heck that's what I do :)). But as someone pointed out we are visual beings, we want to see a picture and without that we are unlikely to pledge. I know I never buy anything off the web unless there's a good photo or two of the item.
Fortunately this has no affect on me because Kickstarter is not available to non-US citizens 
Rob