Marketing budgets are factered in with all business expenses...The AEGY/SKTO team have years of business exp.
I honestly don't see the Doug Benson show as their main target for Marketing..I think they first want to create a social buzz considering that they are (basically) an online business.
The expense of the show I'm sure is not cheap...(eg) My families business marketing expense is $5,000 each month just on google ads .
To sponsor a show with celebrities must be costly , considering that the celebrities probably get paid.
......Again i think the AEGY/SKTO knows how to manage their marketing budget and for that i give them a high five.