The aim of advertising is to sell more units, the same units at a higher price, or to increase the satisfaction of those who buy, or have bought.
Curiously, part of the satisfaction of Audax is the way it repays research. So the experienced tend to be attracted by the obscure, and the difficult. The entry fees are very low by sportive standards, so they probably aren't a factor to newcomers. Older people on fixed incomes may notice them more.