Disgruntled businessman Hasan Syed made headlines this week after buying several promoted Tweets to blast British Airways for allegedly losing his father’s luggage on a flight to Paris over the weekend. Since posting several Tweets on Sept. 2, Syed’s rants have been seen by more than 50,000 Twitter users in the UK and New York markets where his promo ran.

That kind of publicity doesn’t come cheap. According to Quora, promoted Tweets are paid for on a cost-per-engagement basis and can cost tens of thousands of dollars. Buyers pay per interaction, so any retweet, favorite, or reply is charged.