Read their numbers.
They're dirty, dirty liars.
They did a twitter poll with 565 respondents for their figure, and then applied it to the people who accessed ROK (Not necessarily people who read the article) and they assumed that their poll is representative. It is not. The people who respond to an ROK twitter poll already follow, and are "engaged" in internet marketting parlance, by ROK. They can't be assumed to represent everyone. The idea that this actually cost them that is ridiculous. In statistics and probability this is what is called a biased sample. Selection bias. The respondents to their poll were already people who followed and responded to ROK on twitter. This is why in all of those studies I see the keen anti-science crowd dismissing, you use a random sample, because otherwise you cannot make any prediction about the whole population.
Far more telling is that among people engaged with ROK, which means, basically, violent misogynists(Read their site, and you should agree), 45% were still willing to put up with a woman and a black man leading them around the galaxy of Star Wars once again. This from "Women shouldn't work" "Why you should date an anorexic" and "Slut face, you either recognize it or you don't" or "In America it would be rape, but sex is what I do" (I'm paraphrasing them, these are all things they've said, but the exact wording escapes me, and giving them more clicks to represent through dishonest statistics can go fuck itself).
I doubt that even the complete dirtbags at ROK are so immune to Star Wars. The idea that they cost them that much is absurd. Every prequel made money, even though they were hated by many. People came back, even for Revenge of the Sith, after being burned twice. I highly doubt anyone who was interested in Star Wars was turned away by the news that there would be *gasp* vaginas and melanin in this one.