When NBC Nightly News aired a segment last week about the revival of the public television show Reading Rainbow, the anchor didn’t pause to explain where the money came from. “Longtime host LeVar Burton launched a Kickstarter campaign to bring it back,” correspondent Janet Shamlian gushed, as the camera showed numbers ticking up on the project’s funding page. “His goal was $1 million in 35 days. He had it in 11 hours.”

In the past, Shamlian would have explained that Kickstarter was a crowdfunding website, or perhaps “a new kind of social network helping artists fund their projects,” as the network explained it in 2011. No longer. People know what Kickstarter is now – the term is eight times more popular on the internet than the generic “crowdfunding” – and they know how it works. They understand that projects don’t get funded until they hit their goals, they realize they won’t get their money back if the project fails, and they get that Kickstarter is not supposed to be a store.