you know, I don't know if we should be so quick to write off the attention 'the sport' gets because the media doesn't care that it's castilia y leon... there is a 'trickle down' effect, I believe. For example, a race that's not the TdF on the front page of the Times might have someone thinking 'hey, there's racing all year round?' and they will check it out and be hooked. I know there are Lance/American fanatics that come watch the sport to cheer for their boys, but I think there are also fans who get drawn into the sport because of the media exposure Lance Armstrong has given cycling, and who eventually grow to respect and love the sport year-round.
I'm one of those people. I never would have seen live coverage of the Tour in 2004 in Canada if Armstrong hadn't been riding - luckily, I did, and luckily I wasn't working so I just got up every morning and watched it on TV. Then I started to follow results, then I found cyclingnews and a few other sites. Now I'm an insanely dedicated follower to many pro races.
I really am not a big fan of Lance Armstrong, but I do think the exposure he's given to the sport, as general as it might be, brings in people who had no idea about pro cycling before.