I agree, it is not up to just the network to promote the show.
I would have had all the contestants on the website, or on a myspace site and let the on-line community start voting for their favorites to create some buzz.
I would have sponsored other forms of racing like Karting, Motocross, and yes Jet-skiing to get the word out.
I would have invited the 'local media' to come out and 'race' against the contestants.
So your not grumpy