News broke that Apple had acquired Matcha, a video programming recommendation site, earlier this week. It’s not surprising, despite the company’s relative unknown status and small amount of total funding: Apple makes a number of smaller, strategic acquisitions and we don’t find out about some until well after the fact. With Matcha, however, there’s a very good reason Apple came calling, and that has to do not with talent but with product. First of all, it’s worth noting that according to two very reliable sources close to the matter, the purchase price was not the $1 to $1.5 million previously reported, but was instead at least eight figures and likely between $10 and $15 million. Nor was it an acqui-hire; this was about the product Matcha built and about the specific recipe for video recommendations it put together via its proprietary algorithm, according to one source close to the matter.