Rob Lalka, the Albert R. Lepage Professor in Business at Tulane University’s A.B. Freeman School of Business and author of The Venture Alchemists: How Big Tech Turned Profits Into Power, compared it to Big Tobacco—with one difference. “Big Tobacco paid over $240 billion over 25 years,” Lalka told Fortune. “And that is paying up to $17.1 billion, right? But only if TikTok and YouTube also agree to the same terms.”