one reason that 'the next big thing' is more important than ever is the fact that there is a new mag coming out, ski time, that is aimed at a younger demographic than any mag has been yet.  That is bound to bring lots of exposure to young athletes, and that makes the young guns who rip more valuable than before.
also, these young guns, for a fraction of the cost of an established pro, can break out and have a great result at a big event (ala dan marion), taking out pros who get paid much more.  Keeping a close eye on who is about to shine is valuable.   Hooking these kids up is only valuable if they result in sales, which will be more likely with the creation of ski time.   i think.
but i also agree with binx, it is kind of ridiculous in a way.   You take an established pro like JT Holmes, for instance, (this is hypothetical only), he could be having trouble maintaining his sponsorship because the company is busy hopping on the bandwagon, salivating over the standout grom.  kind of weak, really.