I said just yesterday that sponsors will not be happen with the chase thingy. Look what happened to Texaco. They had a legitimate 7th place car, but were frozen out of the top 10 after the 26th race of the season. So they get a consolation prize of $1 million and a trip to NYC for 11th place. Big friggin deal. That's cump change when compared to the cost of sponsoring a team these days.
In addition to the money and business angles, sponsors are human beings subject to all the same emotions as the rest of us. I sure know how I would feel as a Texaco sponsor if I see three other teams get 10th, 9th, and 8th place recognition, when the team I sponsor actually had a 7th place year-long performance, but it's stuck in 11th.