The company wouldn't be the primary beneficiary. It's the high level manager / executive that came up with the idea, probably got a good bonus for it, and more importantly had something to point to if asked to justify his position. Ultimately, this is where all the hare brained schemes for things better left alone arise from.
Seems like such a small amount of money to betray your users for. They are paying a much higher price for that now, no doubt.
Wow.. This might go down as one of the worst decisions of the decade.