Looks like some combination of padded shipping prices, plus sales of accessories that appear to actually be priced above cost. (PocketChip, VGA, HDMI, etc).
So, you can pledge for just a $9 CHIP, but they are subsidizing the losses there with the other pledges + shipping margin.
Maybe it'll only be available in a $40 CHIP starter pack, which will include the CHIP, a $3 power supply and $10 of cables and various knick knacks you can play with.