He isn't. Notch selected the paintings option (reference: https://twitter.com/#!/notch/status/167449996323586048 https://twitter.com/#!/notch/status/167450558259666944). You can pledge an amount and then select any reward below the value, so you can pledge $10k and only take the $15 reward if you like, only the person who selected the $10k reward (no matter their pledge value) will show as the $10k reward person.