They are using distributors and the distributors are asking for a refundable deposit to hold your line. AP isn't getting any money. Distributors asking for refundable deposits do so to keep out the fence sitters that say Yes to every new titles and then bail when its time to hand over any money. I respect the no pre-order model and it shows their commitment to produce the game on their dime.
Quoted from dmbjunky:The biggest jump is not producing a prototype. It's from prototype to production. So no they haven't done more than JJP or Heighway.
I saw Houdini at Allentown and it looks great. And yes they have started asking for money. Their flyer said taking $500 deposits.