I get the sense it's conveying that the government has refused point blank to do anything, even finance the planning application, so they wish to explain why they are continuing with that, using previously promised private finance, which is reasonable enough.

On the face of it, raising £10 million is quite viable in a £25 million high prestige project. You're asking a company to buy the right to a 40% share of the annual net income of say £5 million. So investing 10 to receive 2 per annum is an annual yield of 20%. I'd have some of that anytime. Maybe they could let the public find the money, they'd be inundated at a third of that yield.

HA is a shareholder in the Avebury Community shop at 0% return so I'm sure we'd be willing to put quite a few quid into a project to sort out Stonehenge at 7% return! Who wouldn't? ;)