Yes, and Montezuma has been bitching about the state of F1.
The thing that would be more relevant for both is to get into LMP for 2014 or 2015. Both companies are about moving forward technologically, and F1 hasn't been to keen on doing that anymore.
Whether you like it or not F1 is still the pinnacle of motorsports and the likes of Ferrari and McLaren can't just buy that kind of marketing.