My understanding from comments made by the team is that they paid a "production fee". They don't have the kind of money needed to pay for advertising on national US TV networks. That would be millions of dollars I suspect.
Anyone following this project knows they don't have those kind of funds.
As for the 80 million potential households, that is across all the channels that the advertisement and documentary will be shown.
I see nothing wrong with paying for exposure, I only thought that a new documentary had been produced regarding crypto and that XBY was approached and asked to be a part of the documentary due to their ground breaking technology. This appears to be a paid for marketing concept paid for by XBY. Obviously I misunderstood what was going on initially and didn't realize that XBY was paying a content company for an infomercial. I hope it gets a lot of exposure and I will try to pay better attention next time so that I understand what is going on. I am still excited for this project.