20 devs/DBA/IT for 2 years would cost you something like 4M, 8M at max(Super Salaries for everybody) !
The costly part is the "Management" which creates the bureaucracy so other people can hang out in the project controlling excel tables while those 20 bastards work their asses off.
I don't think that includes consultants that helped the design, user experience, and architecture. Since they went with a pretty well known interactive agency, it probably cost them more than three million.
The costly part is the "Management" which creates the bureaucracy so other people can hang out in the project controlling excel tables while those 20 bastards work their asses off.