The guy does seem to have some skills in marketing and websites, so a lot of it was probably just time. I think $10,000 is a reasonable figure. $2000 on chess.

The guy does seem to have some skills in marketing and websites, so a lot of it was probably just time. I think $10,000 is a reasonable figure. $2000 on chess.com (assuming that's correct) and let's say $2000 on chess24, a full page magazine ad that might not have been paid for, some expensive chess boards and chess pieces. translations, maybe voice overs. There was a video of actors endorsing it.