It doesn't matter which one is the "ESC" one because all the keycaps will be the same size and shape, allowing everyone to pick and choose which ones they want where on their keyboard.
Looks good man, though the cake could probably lose the cherry since it doesn't look much like a cherry at that size.
Let me put it this way:
Separate ESC key price: $4-5 with around 25-50 orders (I wouldn't expect as many to just want the esc key) + $5-6 shipping= $9-11
Full 13 key set: $17 at 50, $11.56 at 100, which at this point is probably how many we're going to get. With the number of people interested and the number of people wanting 2 or more, its going to be big. So that + $5-6 is a whole $18. You're telling me you can't afford a whole $7 more to get 12 extra keys and potentially raise the price for everyone else who wants the whole set? Just buying a particular one key is going to cannibalize orders from the main buy and it just isn't worth it imo. I mean 2/3s the cost for 1/13th the product... you don't have to be a business major to know how silly that is.