it's not just their direct cost, it's also the loss of revenue. the author wasn't arguing that they could save 435 million dollars in server costs.
Instead they were arguing that in addition to saving maybe a million or two in server costs, they would gain an additional 435 million dollars in revenue because less people would leave their website
Instead they were arguing that in addition to saving maybe a million or two in server costs, they would gain an additional 435 million dollars in revenue because less people would leave their website