I think the biggest part of it is just that they were behind but also betting on it. This allowed them to get a lot of traction, support and be a notable player

I think the biggest part of it is just that they were behind but also betting on it. This allowed them to get a lot of traction, support and be a notable player in the race whilst still retaining some control. Chances are if someone is going to have a frontrow seat monetizing this it's still them.