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The $260M investment likely came with the directive of reducing operating costs.

"We think this opportunities merits an increased investment. But less investment than you are current making."

Seems more like, we would like to increase investment on the condition that you use it more for X (???) and less for Y (people).

Oh and all you companies do this all at the same time so no one loses stock value, kthxbye.

Operating costs are not an "investment".

They are.

They are not the only kind though.