I wouldn't be surprised if they'd spent millions promoting Theora to the exclusion of all else (they reinvent the wheel by linking directly with liboggplay, instead of using libavcodec or the platform DS/QT/GS like everyone else)

The salaries of all the cheerleaders and wheel-reinventors have to add up to something substantial. They've got piles of Google cash — they stopped begging for donations after their $60m search-referral windfall in 2006 got publicized, but they've gotten secretive about their financials after that.