I imagine the majority of that money is going to be spent on marketing to build a user base large enough to attract advertisers rather than on tech development.

I imagine the majority of that money is going to be spent on marketing to build a user base large enough to attract advertisers rather than on tech development. I'm guessing the ROI on advertisements would be considerably higher than TV/magazine/web/poster advertising where a large chunk of FMCG ad spend goes today.