From what I gathered reading the nascar.com article, the primary motivation to ditch Winston was to free them up to market more heavily towards TEENAGERS, which of course current laws forbid them to do if they are sponsored by a tobacco company.
You haven’t been to Orlando, where a big 'ol constantly chirping Nextel brick hanging off a belt is a status symbol among rednecks. We called them “Winter Garden passports,” since the majority in that town of Confederate cultural orientation worked in the building trades, and you couldn’t go anywhere there without hearing that distinctive “CHIRP!”