Replying to JOSS: Where is the $money$ coming from?

JOSS helicopter, heli time, clothing, athlete expenses, jumps ect...Someone, somewhere, is putting allot of money into this one. Where is all this money coming from? I understand its all sponsor money, but really, this has to be one of the most extravagant events of the season...hell, ever. What exactly do the sponsors expect to gain out of this? There can be only so much exposure in a filming contest with such a limited amount of riders. It would be interesting to see the total cost of all this...Thoughts?