At first glance, that number across as absurdly high but they do mention "covers content created for the site". It could very well include the cost of creation

At first glance, that number across as absurdly high but they do mention "covers content created for the site". It could very well include the cost of creation of video content, contest giveaways, promotional prizes and such. Once you add all that all up, $30 million doesn't seem as far fetched .....