If you live on the west coast, you can either get up early, see the race, and STILL have most of your day to do something else, OR DVR it, and you are no worse off. In the heartland, the late starts kind of screw up the whole day, and if you have to DVR it, you are staying up until 10-11PM trying to get it watched. You MAY get a FEW more viewers with the late starts, but not enough to matter in my opinion. When Seinfeld co-creator Larry David was told that the then struggling show was going to be slotted behind Cheers to improve ratings, he replied that if the people weren't watching the show before, he didn't want them watching it now. Nutty as it sounds, I kind of feel the same way about NASCAR. If the networks have to pull time slot gimmicks to get people to watch, then the hell with them. Either the product is good enough to get you to watch whenever it is on, or it isn't. Fix the product, and most of the other problems magically disappear.