gobbled it up

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KLPNO

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Hello everyone,

From the book Friends forever:

The show wasn’t a hard sell. In a 2019 interview, Kauffman said, “We had competing offers, but [NBC] gobbled it up. The only change they wanted us to make was they wanted us to add an older character in the coffeehouse, who we jokingly used to call Pat the Cop.

Does "gobbled it up" in this context mean that NBC accepted (agreed to) that show very readily/eagerly?

Thank you.
 
They (figuratively) ate/swallowed it greedily. Basically, they were very enthusiastic about it.
 
They made such an enthusiastic and lucrative offer that they quickly overcame any competition.
 
You're more likely to encounter the expression 'They snapped it up'.
 
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