I wasn't aware of the Kickstarter plans, but everything I can find refers to their plan as a "protocol" not a "coin" or "token", so I think your suspicion might be right.

For many big companies, I guess the desire to have a token with your own unique brand is high, though. I think that was part of the logic behind SMTs, before that got derailed. I recently read an article about how the crypto.com coin (CRO) went up in value by more than the purchase price when crypto.com announced their purchase of naming rights for the arena where the LA Lakers play.