Whizbang Dustyboots
Gnometown Hero
It's worth noting that the big Ennies winner this year, Shadowdark, put out an enormous free quickstarter version of the game more than a year, as I recall, before the million-dollar Kickstarter campaign. And the quickstart rules have more content in them, by my read, than the old Basic D&D boxed sets of old did -- you could play for years with them.You can do a free quickstart version, or a plain-text-the real-thing-will-be-laid -out-with pics version, or just a series of blog posts which delve into it... but secrecy is your enemy, not your friend. I promise you.
And that meant that Kelsey Dionne was able to get massive amounts of feedback on the system and make it really robust by the time she did go to Kickstarter. As Morrus says, no one ran off to put out their own rip-off of Shadowdark before she could do that; everyone has their own RPG they want to publish, not someone else's.