Roush competition - showing how it's done or cashing in?

Is Jack Roush's competition really just showing it how it is when choosing the next driver for their stable or are they just trying to cash in on the popularity of the sport?

While I think it's great that all these drivers are given a shot (1700 applications were received), it makes me wonder that by making into a 13 part series for the Discovery Channel, that he may be just trying to make some extra money off of the popularity of the sport.  It also makes me wonder how much of their selection process was changed or altered to be able to make it into this 13 part series.

The premise of the show/series is to take 25 drivers (chosen yesterday) to Martinsville on August 2 - 4, then down to 12 for Darlington on August 15 - 17.  The drivers will compete on and off the track, driving skills, marketability and fan appeal is what they will be judged on.  The winner of the competition will get a fully sponsored ride in the Craftsman Truck Series for 2006.  The show will be aired on the Discovery Channel some time this fall.

While I think it's great that these drivers (age 19 to 26) are being given a shot at a Craftsman Truck Series ride, it makes me wonder if Roush really just wants to show the things they go through to pick a driver for the team or if he's just trying to cash in on the rising popularity of the sport like "NASCAR Drivers 360" did, or maybe it's a little of both?

Either way, I'm sure they'll get a lot of people tuning in to see the competition and I'll probably be one of them.