A friend of mine blogs and covers miniature gaming for a broad based geeky online publisher, and got to do some extended previewing of the ASoIaF stuff at CMON Expo, and they were assured that this would be a break from CMON's typical Kickstarter model -- there will be no stretch goals, and no early access to products. CMON seemed very cognizant of how crucial having equitable access to units, factions, and abilities is in a customizable game for which they hope to support organized play, and how toxic stretch goals or times exclusives would be to forming an organized play community around the game.
So unless you think they're just telling bald-faced lies to gaming press, that should at least be a concern/criticism taken off the table.
That said, the only thing of interest to me is the license, here. As others have said, a rank and file combat game is an odd duck thematically, and neither the handfuls of d6 combat nor the measuring tape movement grab me these days, especially when Rune Wars Minis makes such refreshing strides in both those arenas. I'm not expecting a lot of exciting thematic diversity that's not based in the leaders, so I'm not optimistic for engaging list building and build variety within factions.
The good news is, I don't have to make a call on it soon, as if I were to play, I'd wait for the Greyjoys to open come out barring some horrible playstyle incompatibility.