Actually the attitude that they are pulling is good for the sport. You always need to have some bad boys in there to keep it interesting. A lot of comparisons are being made to how some of the older drivers used the attitude card to great effect. Some examples are Dale Earnhart Sr., Darrell Waltrip, Tony Stewart, and a few others. Dale Sr. used the attitude against the other drivers and the fans loved him. Waltrip also had a lot of fans as well as Stewart.
I kind of chuckled when he took out Jr. in the one race though as i knew that wasn't going to work out well. Wrecking the most popular driver in the sport just isn't good even if it might have been unintentional.