Interesting thought. Never really thought of it that way before, but it is rather spot on. We are after all talking about "unessential" stuff, like entertainment and not a new malaria vaccine.
Patronage was, back then, a single wealthy individual/family giving money to an artist so they could get stuff (and probably political/superiority points vis a vis other nobles or wealthy bourgeoisie). In fact, the big publisher model is a lot closer to it than kickstarter is.
I usually lump publishers together with banks, insurance companies and pension funds. They have money that they need to invest and want as much money as possible back in return. Some of them specializes and invests real estate, shares or dubious schemes like credit default swaps. Some invest in projects, like land development, ship building, movie making or video games. Usually run by suits who sometimes engages "experts", who works in advisory roles on what is currently most likely to give a return in their market segment.
People may have different motives for supporting at least some kickstarter projects. I definitely don't expect to get my money back, much less with interest. If I'm lucky, I might get something close to moneys worth of entertainment back, but I'm not expecting it.