Massive opportunity cost, page-252

I think everyone saying they spent $5M on the Olympics might be wrong.

At the time, they company had annualised marketing expense of call it $5M per year, or $2,5M per half.

In the Olympics half, they spent $5M, which would mean they spent $2,5M ON THE ACTUAL Olympics placement. Now, I could be wrong about this, and maybe they actually turned off ALL other marketing across that 6 months, but that doesnt seem to make sense to me.

$2,5M for Brand establishment for a Company making revenues of $60M last year, doesnt seem that bad an investment. But maybe Im being too kind to them?

Anyway, Im clearly wrong here, as I think this Company still has all the hallmarks of what it takes to build a $1B Company, and has the revenue and profitability mapped out before it over the next 2-3 years years. But everyone else seems to think otherwise at the moment. So not sure what Im missing.