Saying that they're small so there is no point, misses the point that they're only small because they have no point at the moment.
I keep thinking about this, and I keep coming to the same conclusion - they're never going to gain the kind of traction that the governing body thinks they will.
Jeff Gordon drives the #24 in NASCAR Cup competition for Hendrick Motorsports. He has done for 22 years and counting. So how's Jenson Button picking #22 going to compare with that level of history? With the best will in the world, JB's career is not going to go another eight-plus years. In fact, I suspect Jeff will still be racing in NASCAR when JB retires. And even if he did carry on forever, if he went and won the title again then he'd drop #22 and drive with #1 on his car!
It doesn't work. It can't work. It can't be made to work. Duplicating the NASCAR system entirely (team-owned numbers) would work, but the reigning champion not driving the #1 is only going to confuse and upset F1 fandumb.