Unless you believe they are lying, it specifically states in the blog post:
>we developed an unpaid collaboration to engage our users and viewers of the show in a new way
>we developed an unpaid collaboration to engage our users and viewers of the show in a new way
Assuming no other non-monetary favours (in which case this apology would be pretty disingenuous), I don't think spending resources on a marketing campaign for a TV show the majority of the users do not care about for free is a good and responsible thing to do as a non profit. Not to mention the circumventing the end user part.