He was a legendary hero to race fans. We do not like it when our super heroes die. It does not seem right for young, vibrant, heroic types to die. I guess that is why people run out to buy items covered with the hero's picture or image. We want to hold on, to have something that keeps the memory going.
Business people capitalize on the death of a super hero.
They know that people will buy items bearing the super hero's image. There is plenty of money to be made from the death of a super hero. Elvis Presley is an example of the way they capitalize on a dead super hero. People still line up at his Graceland grave. They still buy his music and trinkets.