I'm not really worried about the cost of traffic. According to their latest 10-Q [0] they earned 152 million and spent 187 million for a net loss of 35 million. About 76 million of that (40.6%) went to sales, so they're certainly not spending it on the pipes. But despite a large increase in sales spending they're less profitable than they were during the same period a year earlier. They're losing $1.23 for every dollar they earn.

[0] https://www.sec.gov/ix?doc=/Archives/edgar/data/1477333/0001...