Traditional media buys versus well targeted ads on Facebook. You don't need to sway everyone. That 100k stands up a lot more than one would think just comparing the two numbers.
How do you know? Have you ever worked in online advertising? Most companies easily spend 100k a month. Are you aware you are being manipulated by the media on this story?
I don't know enough about what happened in this case, but you can't dismiss the entire argument purely on the spend amount.