Actually both : Promoting and selling the Macross franchise and merchandise. Yeah, Macross is on the Internet, but it could be better. Only fans with their limited ressources are promoting Macross on the web. If a big corporation like Bandai with big ressources invest money in promoting Macross on the Internet, I'm sure the visibility of the franchise will eventually increase so do the profits for Bandai. After all, the music industry is doing it and it is benefiting from it.
Not specifically aimed at the US market, but for the international market since "Horrible Goblins" own the name "Macross" outside Japan.
Horrible Goblins lol.