I don't think anybody is saying that NOBODY will touch Larson, just nobody that is willing to match the value of the slot that Hendrick Cars fills on the car, and as was mentioned, that is determined as much by what other HMS cars are getting for similar exposure as it is the 5 car. As for the value Rick claims he gets from having Hendrick Cars on the car, value is in the eye of the beholder. Even if HE honestly believes it's worth it doesn't mean a non-partisan person would. The one question I would have is if this self sponsorship is such a great business model, why doesn't Roger Penske ever do it? Why didn't Bruton Smith ever use his car dealerships to sponsor a race? We are going to assume that Gene Haas's use of the tactic is for the same reason as Rick's Because there is no other more viable alternative.