I doubt they were acquired based on their datasets! The "Frames" dataset states 12 users over 20 days.
But if one of the next 12 users was a Microsoft executive who liked what they saw, well then that's an important data point :) Having Bengio as an advisor definitely helps too.
I think you may be confused...they had 12 "wizard" participants converse with each other for 20 days in order to build out the logic needed for the dataset...not that 12 people used the dataset for their own projects/products or as customers.
But if one of the next 12 users was a Microsoft executive who liked what they saw, well then that's an important data point :) Having Bengio as an advisor definitely helps too.