Well I definitely don't come here to read about or write about taxes, but since that is all I do, I'll clear the air a little bit.
The IRS is really sensitive about somebody claiming their hobby as a business. Rich people with ranches, race horses (these two are by far the most popular) and race cars . . . who take cash from an unlrelated venture (being a doctor is by far the most popular) get heavily scrutinized by the IRS.
There is a presumptive rule (IRC Sec 183(d) for those with no life) that says an activity generating a loss for 3 of 5 consecutive years is presumed to be a hobby (2 of 7 years for horses . . . damn lobbiest!).
If you are Torco race fuels, and the advertising doesn't create a loss, you can spend all you want if it makes sense on a pre-tax basis. Even if it does create a loss, and there are good business reasons for what you are doing, the presumption of a hobby can be overcome.
Personally, I'd be shocked if Evan was changing his direction simply because of the hobby loss rules. He's been great for the sport, and I certainly hope everything is OK with him.