NASCAR was founded and built on outlaws and counterculture (hillbillies and rednecks). Now it is being cleaned up, dressed up, and tamed to the point of not offering the raw extreme entertainment it once represented which drew crowds to the spectacle.
What brought crowds to racing is the primal hunger for freedom from society -- speed, loud noises, rule-breaking, and risqué entertainment at the track. NASCAR drivers are now by-and-large metro-sexual, not as bad as F1 or Indy.
If you don't bring boys and girls to racing early, then it is difficult to sell them on NASCAR later and you lose that opportunity to achieve multi-generational fan support.
Plus the Virtual Race Track, awesome at-home entertainment technology, and online culture are taking over; so putting asses in the seats will continue to be difficult.
Monster Energy is the perfect company to bring the spectacle back to NASCAR; so if this doesn't work, then NASCAR is in deep deep...