I think Lisp would be one reason TO buy them. Google needs a Lisp team and I imagine they realise this.
Why I think Google needs one? Because they don't have one, and considering their financial resources, they can afford it, and because ITA will pay for itself.
The conversation went something like this:
Me: I'd like to talk to you about something...
Him: Let me guess - you want to use Smalltalk.
Me: Er, no...
Him: Lisp?
Me: Right.
Him: No way.
And that was the end of Lisp at Google.