I dont think it's his job to popularize chess for anyone. Thats a job for FIDE and the USFC and all those other organizations and I dont think they have approched him to do that. You are right, he is the new face of chess till the next one comes along and they become the new face of chess.
They are getting the Big Bucks beause people are paying them to do those things and like everyone else in the world he's got bills to pay I'm sure. When they start looking for ways for him to popularize this game, that's when it will be popularized again. Besides, he's busy at he moment. Magnus Carlsen, and challenger Viswanathan Anand, to determine the 2014 World Chess Champion. It is being held from 7 November to 28 November 2014, under the auspices of the World Chess Federation (FIDE) in Sochi, Russia.
Thats taking up all his time now. If this doesn't popluarize the game, then I dont know what will. If he loses then Viswanathan Anand will be the new Face of chess.
Amirite brah?
Now Carlsen. A lot is said that Carlsen is the new face of chess, and you see his pictures on the buses in New York City, like with some kind of modeling for some clothing company and all that, but okay. This is all good to have some recognition there, and it's important, but also Carlsen i think could do much more popularizing chess. He did some good things, you know, with Bill Gates. and now he's gonna to play against Chess.com people. But this thing has to be 'round the clock, too. That's why. Otherwise I agree with you. Why are these people getting the big bucks?