That's what sounds odd about this whole issue. They don't say what the company's marketing budget was, how big a portion of that budget this campaign was, and exactly what their goals are from their campaigns, but I think it would be hard to arrange those numbers in such a way that it would make sense for them to run a ~$500k ad campaign in a medium nobody there had any experience in. Come on guys, run a couple of dozen hundred dollar campaigns to get a feel for how to target them and what returns you can reasonably expect from them. I would expect that nobody spends that kind of money on any kind of ad campaign without knowing a lot more about what the returns from it will be and whether that justifies the expense.