I'd like to see the link to Portnow's plan that was mentioned in the episode. I'm sure there's more to it than just what was mentioned in the episode.
However, based on what was mentioned in the episode, it seems that the most advantageous thing for an indie dev to do in such a system would be "just enough to pass muster", and that would be a measure to ensure that they're not giving away anything too good. The problem I can see - at least on a superficial level - is that in order to avoid getting screwed, the indies in such a deal would have "vaults".
I know this is a relatively old topic (really old), but the subject is still a matter of actuality.
There is a way to not only self-fund a project, but also keeping its IPs and it got nothing to do with a social based system like Kickstarter. I won't hide it. I'm personally involved in the build-up of this way for the last year so I might be a bit biased.
Now, imagine that as a dev, in a game, you sell 100 billboard around your whole game project. With those billboards, you can guaranty an average of certain visibility that exceed the road billboard (which is estimated at 4.5 sec or less) with not as much distraction as in real life, for the life duration of the game which might appear to thousands of players around the world, with no regional laws regarding the sized/lights and all that for around 2000$ per billboard. Those billboards does actually nothing to the game itself and only act as freaking props!
And yet, you can fund your project for around 200K$ with those props ALONE.
While I could well see this for some types of games where modern(ish) and sci-fi environments are the norm, I question how willing most businesses would be to have their advertising/product placement look the part for say a Fallout type post-apocalyptic setting, any fantasy setting, or a steampunk setting.