Where exactly does Essential/Spark Universe get the money to run ads?

I was fine with ignoring Essential honestly, it's annoying and corporate and super unethical in its business strategy (fleecing children by using fake currencies to hide the true amounts asked) but you could just not use it.

But today I saw this:

https://www.reddit.com/user/Essential_Mod/comments/1t0yfs0/its_not_a_phase_mom_get_the_gothic_collection_in/

This is a reddit ad for an Essential mod cosmetic line.

1. First of all, what the hell? Why does this exist? Why is there a reddit ad for this?

2. Second of all, what money paid for this? Does Essential really make enough money from cosmetics for the corporation behind it (Spark Universe LLC) to pay for ads?

Reddit ads aren't that expensive (at least the lower tiers), but considering the common excuse for their predatory monetization tactics is that they need to pay for server hosting to host the things they sell and thus require hosting for (make it make sense), this kind of ruins that excuse. They appear to have liquid capital enough to waste it on web advertisements for their minecraft mod ingame cash shop.

Like I still can't get over his weird this is. Spark Universe LLC is a weird company anyways but this is beyond anything I've ever seen one of these bedrock/java modding monetization companies do

Take note of the way the ad is presented, it's not an ad for the essential mod's actual functions, it's for a cosmetic line, something that was allegedly a secondary function of the mod (imo it's the primary and the mod exists in service to the cosmetic shop).

A very strange thing to do. A very strange ad to pay for. All very strange.