Pay rates are usually better than 4c these days but 35c is very high for this industry. But they’ve had multiple multi-million dollar crowdfunders so they’re in a rare position to be able to invest that money back into the business like this.For some context on that pay rate...
The RPG freelancing I did back in the early 2000s paid about 4¢/word. And did not pay for revisions.
If you want the best people to apply to write for you then paying them well is a good place to start.
I'm envious. I'm a one-man design and publishing band and the idea of hiring great writers for their specific strengths seems so cool. I'm very happy for them. I also need to get Draw Steel.Having played the first three levels of Draw Steel with The Delian Tomb I do think the quality they get from hiring the best people they can shows in the final product.
I’m excited to run both The Condemned and Crack the Sun when those release. One of my players has also looked over the Summoner and is very excited to try a Necromancer when we play Crack the Sun.

(Dungeons & Dragons)
Rulebook featuring "high magic" options, including a host of new spells.