I don't understand how they can waste money like that. Wouldn't it have been the same if they get to pay $1K instead of $100K? I don't see the logic of it, unless they want to advertise with me and I can see that they have plenty of money but the advertising has been a bit expensive.
No amount of fees paid guarantees you anything. A transaction with a high fee could still be included later than a transaction with a low fee. A higher fee merely improves your chances of inclusion. The more you pay, the higher the chances. How much you are willing to pay depends on how badly you want something done.
Although I see in the tweet they say they have “teamed up” with Gemini. I don't know, it still seems like too much money to me.
There are also marketing reasons to do it like this. Would anyone really care if they paid $1k in fees for this? Not as much.