It's an incredibly impressive accomplishment. But my eyes latched onto something The Oatmeal said in his FAQ about the fundraiser.
It's in the fine print, but this line means everything to me:
You want to talk about customer service ROI? Because they gave him a wonderful customer service experience with his first project, Indigogo has now made an additional $45,540.44 (4% of the total raised) from The Oatmeal.
I suspect that was well worth the cost of spending a few hours making sure he got great customer service.