In Q3 2024 Google spent $7.2B on "Sales & Marketing Expenses". The data is not broken down more granularly. If 50% of that is pure "Marketing Expense" then you'll see that the scale of the market these players are competing for is worth $3.5B PER QUARTER in operating expenses to attract customers.

https://www.sec.gov/Archives/edgar/data/1652044/000165204424...

If you add a $15M one time capital expense to this then it doesn't even appear as a rounding error on this cash flow statement.

Acquiring a long term asset acting as a pillar of your marketing strategy then it begins to look like a very good deal.