It's an ad. Twitch doesn't need to raise awareness, Kick does. The money doesn't have to make sense, they're not looking for a direct ROI. You pay that amount of money to get into every mainstream publication that exists, to get 10,000 YouTube videos made overnight about your platform by the biggest react creators, to get trending on Twitter, to make your brand gain legitimacy, and to make every creator take a second look for the next 2 years.