Fireplace, or Chess..?

In one of his interviews, asked about the popularity of chess, Wladimir Kramnik stated: "I read an article saying that in Norway there was a very popular show with a fire burning in a fireplace, which people would watch for hours. If that’s popular then chess should be very popular. It’s a little similar, but chess is even more interesting than watching a fireplace burn!" -The case is not so clear.

Can it be that similar, or there are two completely different dimensions of attraction? The two certainly do meet at some point. But doubtfully they can merge. The acting taking effect on different centers. Finally, can they be put in a contest? Which one is potentially more "interesting"? ..and why.