The fact that CBS Sports is even thinking about broadcasting the Chili Bowl is a real plus for the sport.

The sport needs more exposure to new fans. Exposure brings fans.... fans bring sponsors... sponsors support the racers.

The only real problem I see is how "racing" might use this opportunity. Do they only ask "what is in for me?" or will they actually see the potential benefit this could bring to the sport.

If you can't think big picture... you won't understand it.