Keep in mind, that counting friends and family, you can probabally at least triple the actual membership numbers for tag applications. I bet subscriber numbers are around 10,000 now. If you apply in most western states, you are putting out something like $1500 per year in nonrefundable tag, license, and application fees. A DIY out of state hunt is roughly $1000, plus a week or more of vacation time. In reality, $100 is in the noise. Sometimes calling those who have drawn in the past helps. And you might even look at units he does not pick for better draw odds.
And also, figure something like $80 (profit, I assume the magazine and postage is $20) per year x 10000 memberships = $800,000. Add in the application service and tag and hunt commissions, and you can likely double that. Not sure how many family members and employees that gets divided between, but it is likely they are getting paid more than many executives. Good to know someone can make a good living in the hunting buisness.