I thought ISI was a wealthier and a bigger company than Kunos ? How do you know that they have to pay that amount of cash anyway ?
Tim has said in the past some licenses are out of reach for ISI due to their asking price. It wouldnt' surprise me at all if Brands is in that category since I'm sure they did get big money from some big time developers. AFAIK ISI and Kunos aren't publicly traded companies so it's hard to say who is the bigger company or who has the biggest debt etc. You can only guess.
That's what they did with rFactor (offering a title to be molded by what the community wanted) and the idea for rFactor2 as well. It's just we haven't had the modder support like before, a huge chunk of the work force moved to Assetto, some quit, some went pro full-time.