The article read:
"We would've been happy with $10 million," said Nikki Rocco, Universal's head of distribution.
And I thought. DOH!
Who was the random surprise character that helped Mal get the Signal out?
Who was the random surprise movie company that helped Joss get the TV series green-lighted as a film?
Aggh. Why wasn't it devoutly obvious to me until now that the Guy distributing the media for the put down heroes was named Universe?