Cost of De La Hoya-Mayweather vs. Revenue: Does it make sense to you?

http://money.cnn.com/news/newsfeeds/articles/newstex/RBI-0059-16161848.htm HBO Sports senior vice president of sports operations Mark Taffet believes the fight's revenue take -- including closed circuit and actual gate -- could gross $90 million, which would place it on par with the top 10 theatrical opening weekends. HBO and fight promoter Golden Boy Promotions are in the midst of what HBO calls the most extensive marketing campaign ever for a PPV boxing match. The campaign, which executives close to HBO and Golden Boy estimate to be valued at close to $100 million, will reach across many platforms, including the Web, TV, radio and even phone cards. Marketing alone at near $100 million? Add in costs of putting on the fight -- and with revenue of maybe 90 million, a majority of which actually goes to the cable operators and not to HBO or Golden Boy -- and what's the point? And I'm having trouble grasping the $100 million figure. Seems rather hyperbolic to me.