It's for marketing: > The capital will help fuel Mr. Lore’s grand plans, which include an estimated half-billion-dollar marketing budget and projections for $5

It's for marketing: > The capital will help fuel Mr. Lore’s grand plans, which include an estimated half-billion-dollar marketing budget and projections for $5 billion in annual transactions by 2020. (From the full WSJ article : http://www.wsj.com/articles/jet-com-raises-140-million-led-by-bain-capital-ventures-1423696950 http://www.wsj.com/articles/jet-com-raises-140-million-led-b...)