They have what one could call outsized presence at industry trade shows. At least for a new player in an old industry. As for Cakewalk, Gibson killed them off

They have what one could call outsized presence at industry trade shows. At least for a new player in an old industry. As for Cakewalk, Gibson killed them off alongside a bunch of other stupid acquisitions they made in the early 2010s. The Bandlab acquisition was just IP apparently. Personally I'd be surprised if it cost more than low 7 figures.