I was talking abotuthe money directly spent on this. With 30 people with hotel, food and such, with a PR firm, with renting out several places, this event easily cost more than $100K USD.
They can't also spend the same money on hiring online envoys. If they are also doing it, then they could have done more of it - say two more man-years added to whatever else - by not holding these exclusive events for just a few people.
You woo influencers to get word out. But to get word inward, that's not your most efficient spend.