Kitamesume, as someone who knows a hell of a lot more about business than you clearly do, I feel it is important for me to let you know that you are talking out of your arse, and Gh0st93 is, for the most part, absolutely correct.
Not to mention the fact that, why the hell would he want to pay the $32 million himself? What this crowd funding is paying for is designing and building one, limited-edition, one-off phone, which will be sold at a profit. They have clearly worked things out and judged that they need to sell a given number of units at a given price (originally this was 40,000 at $800) in order for it to make a worthwhile profit, and so they set the goal at $32m (800x40,000).
Now, this is a new untested product, from a small company which doesn't have the assets, infrastructure, skills, or money to be able to design, build, and then market a phone like Samsung, Apple, etc do. Not to mention, the phone's main selling point is a new platform which is, as yet, untested in the market. It's a big risk. So, a crowd-funding drive to see if enough people are willing to buy it for it to make a reasonable profit is a very logical idea. In fact, IMO it's a genius idea, because it also gives them a way of gauging market interest in the Ubuntu mobile platform as a whole which they intend to bring to market in the future anyway, as well as demonstrating to the phone manufacturers and networks who they need to get on board that there is a demand for Ubuntu mobile.
Even if the crowd funding fails, as seems likely, it will still have been a success for the company because it's given them some assurance that they are going to be able to successfully market Ubuntu mobile, it has generated plenty of hype and advertising for it, and it has clearly helped them gain the support they need from manufacturers and phone networks (which is why they've now been able to lower the price). A very good return on the relatively small amount this campaign would have cost to set up.
So, yes. He could pay Canonical $32m if he wanted 40,000 phones to give away as birthday presents or something, but it would be a foolish and unnecessary risk if he wanted to try and sell them.