Who the hell are Box and why the hell should I care?
Until people know the answer to that question without having to do quite a tricky bit of Google navigating (don't name your company after a single dictionary word if you want it to be found on Google!), all that money is wasted.
Seriously, I've never heard of them and have no idea what they do. And even The Reg's "free advertising" as an article doesn't really clue me in, nor inspire me to find out.