It's a big circle. They need more dollars because everything has drastically went up in price, alot of times due to someone thinking they are making things better. The series' and media that sell advertising think it's great when companies like Hoosier put money in their pockets, but it's all at the expense of the end user (in this case, the racer). Take a look at the sponsor ads on this page alone. How many actually sell a product to anyone other than a racer?