Marginally useless

Seeing how he is a professional economist, I'd be curious to hear from Prof. Tabarrok whether or not the idiots could have spent $244,000 on a more effective form of advertising. This money did buy them some degree of news coverage, and...I can't really think of any other use they're going to get out of this, sounds like they're taking a loss. Maybe they're speculating on bigger idiots wanting to pay more for it?