It makes the channel a major factor in sports television. They are now the authoritative, 24/7, TV/video platform for golf.
The interest will allow them to maintain their viewer base to the extent Lance participates in the channel. They can't be the Lance Armstrong Channel once he leaves competitive cycling.
It's an accepted strategy that has been widely used. You buy a premium product, and the increase in subscribers more than offsets the cost. Golf is a strong TV sport. I think you'll see the channel grow in subscriber base over the next two to five years.