Yes, no doubt it cost more but presumably balanced against the loss of not having it they've judged it pays for itself. Indeed the baking ad market may even be stronger this year, and with fewer tentpole shows in the schedules they may even be able to charge a slight premium on advertising. C4 have announced this week too that following drastic cuts early in the pandemic the ad market has bounced back and they expect to add £150m to their programming budget next year.
Be nicer and more tolerant to each other. Them's the rules.