If you've been on the Internet during the last 20 years, you'd notice that people in general aren't willing to pay for something if something cheaper exists, and the "cost equivalent" of advertising exposure is perceived as extremely, extremely low, even by people who dislike advertising.
What is advertising now.
Is it possible that the "technology" being funded is "the delivery of advertising over a computer network".
Is that "cool technology". If not, then is the "cool technology" serving as bait to lure in ad targets, i.e., is it merely a component of the advertising services technology.
Why not sell or license the "cool technology" for fees instead of hiring "advertising guys". Why can't this unspecified "cool technology" exist on its own. The parent comment implies there is "value" in "the system", presumably independent of advertising.