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They didn't receive a custom CMS. Actually, they used Adobe CQ5 for this.

I also do that for a living... and they got stolen or their management team sucks badly. With 18M you can build 18 of that site. For some minutes I thought 18M was 18k(which would be too low)... then I got it, and got even more surprised. The only explanation I can think of is that they didn't had a IT department and had to Hire and buy every single person/thing they needed including hosting their own site on their own servers and buying their own Backbone :D

I think it's the complete marketing package. The website is just the result of a complete new marketing strategy.

But still.. that's some serious money thrown away.