In venture capital there are always several rounds. If we have shortage of money for big exchange and marketing then print more tokens and raise more money.
And there are more coinceptions in the future, they also get access to more funds from the first funding once the product is released.
Read the whitepaper.
Great post by Luke explaining the model of funding, and a insight to their thoughts.
https://medium.com/r-block-blog/the-coinception-crowd-sale-framework-ecd67a8e4283