I have been arguing for a while that people have this backwards. The Funny car company is simply taking advantage of the Diamond company to raise funds. How many people still believe the cash card will somehow help the Diamond company? It seems rather the shareholders are being duped into funding the funny car company.
Sure the advertising might sell some shares of the Diamond company that would be a plus. But I still don't think that is the point. Not too long ago most of the shareholders thought the funny car actually belong to the Diamond company. Now whole troops of people go to funny car races.