The advantage of using your own site is that when someone runs a search for makers of large format cameras, they will find the examples ready to hand. As I'm a bit technologically challenged (well, I don't use flickr, Facebook, Twitter et al) I simply don't see things that are posted there. For all I know there's a flourishing Intrepid Camera's photographs section on flickr, but if there is I've passed it by. It's going to depend on your target market and I don't suppose that there's an easy way of discovering the profiles of your backers.
Even then, Kickstarter backers are probably a skewed sample anyway. I never knew that Intrepid started on KIckstarter until long afterwards, and I first came across them at an artist's open house event in Hove when one of their cameras was on display for purchase (at £165 as I recall, a price never bettered!). The only Kickstarter campaigns I've come across are those that were mentioned on photo forums. Or even just a subset of those, as only Stearman Press and yourself have appeared on my radar.
The challenging thing about an underwater LF camera (from a layman's point of view) would be the film advance, as I can only think of some sort of variation on the Grafmatic holder. Personally, I'd like a simple way of carrying more sheets with me that isn't as bulky as multiple film holders. I miss Acros in Quickloads