Discovery Channel made their up to $700,000 assessment based on actual measured data by airing the TV ad a number of times across a number of networks during a number of times a day.
It's like this -- if Burger King were to test a new chicken sandwich at 50 random of their locations and discover that they were able to sell $7,000 in chicken sandwiches per week, then they can guess if they increased it to 5000 locations it could do up to $700,000 in sales per week.
Again, it's the Discovery Channel. The Tool Bandit went up against 3 other products and it was the only one of the 4 chosen. Then it went up against the "grabit" -- which was a failure when test marketed. The Discovery Channel has no problem bashing. But they found VBDG's Tool Bandit to be a gland slam home run.
Prepare to shit thy self IMO.