It would still be a significant amount of money for a lot of companies. Remember, we are looking in hindsight that it seemingly paid off. A few years ago, this

It would still be a significant amount of money for a lot of companies. Remember, we are looking in hindsight that it seemingly paid off. A few years ago, this was just an educated bet; only the richest companies with money to burn (from selling ads) would be willing to take on that kind of a risk.