I haven't really spent any real time on a new sled but watching guys ride them they are doing stuff that I could never do on a sled. Its funny you can watch a vid of whoever, name your guy, and they make it look easy but watch the other guys in the group who are also great riders and they are struggling to keep up to that one guy. It ain't easy. So as a manufacturer I'm going to sponsor the good guy and send him out to make content. Flat out it sells product.
The same can't be said for the snow bike industry, its hard to find a decent snow bike video, you can only watch so many vids of some dudes helmet cam going thru some trees. The industry as a whole hasn't done a good job of promotion, its been driven basically by people on forums like this. Its destined to failure at this rate. If you build it they may or may not come. The whole "Ambassador" thing, at least from my experience was a flop I never ran into or met a single guy. The manufacturers need to get some pro riders out there glamming the sport a bit, guys who can really rip.
JMO
M5