Making two games, and the game making is the marketing. The proof of that is in the very topic of the conversation, the funding.
I won't pretend it's not still a lot, but you can't point to another project like this for comprison. GTAV was built by an established team with history of making that kind of game, using an established IP and engine. It is not apples to apples.
So the contrast is even larger. I doubt Star Citizen spent anywhere close to as much on marketing as GTA 5 did.