I felt bad for Matt Kenseth last year, winning in Phoenix, and "retiring" (against his will) the following week in Homestead. Hell, Kenseth was well on his way to winning the Brickyard 400 if Kahne hadn't lucked into pit road just as Bowyer wrecked, giving him a miracle gift in on-track position. Had it stayed green, Matt only had to beat Bayne, who was trying to stretch fuel, a la Paul Menard's miracle from several years ago. Had he won the Brickyard, and still got the boot, he would have been Ryan Newman 2.0, other than the higher age, and the championship on his resume.
In Kenseth's case, you could almost defend the decision to move on, based on his age, and the potential of the young driver in waiting.
In this case, Truex is the defending champ, and is still running exceptionally well. He could very well win it all again, and there is no possible explanation for why some company shouldn't want to sponsor this guy and this team. He's an everyman outdoorsman that should resonate very well with the old guard NASCAR fan.
Imagine this, combined with Lowe's walking away from Jimmie at the same time.
Sound the f...ing alarms, NASCAR.