He's saying that he wants a fair deal where he can make money running his app. If Reddit has a good-faith belief that he can do $20M in revenue on his app, then

He's saying that he wants a fair deal where he can make money running his app. If Reddit has a good-faith belief that he can do $20M in revenue on his app, then they should be happy to buy the app for $10M and use it to drive $20M in revenue that goes to Reddit. In-context this seems pretty clear. Also in-context it seems pretty clear that Reddit is aware that their sudden price increase has made the Apollo app's value negative with no chance to keep it going.