MARTINSVILLE, Va. — Controversy. Drama. Crashes. Tempers.

NASCAR continues to get exactly what it wants with a Chase for the Sprint Cup format that fosters an extreme degree of intensity rarely seen this often in the sport’s history.

“It’s a no-holds-barred, wild, wild west,” Denny Hamlin said.

But is that really what stock car racing should be at its highest level?

Matt Kenseth deliberately ruined race leader Joey Logano’s chance to punch his ticket to the finale with a win Sunday at Martinsville Speedway, exacting cold revenge for a racing incident which occurred two weeks ago at Kansas Speedway. He drove straight into the corner and kept his foot on the gas until Logano’s car was crushed against the wall.

The incident was shocking, considering its severity and Kenseth’s mild-mannered, clean-driving reputation. But those are the kind of emotions the Chase has created.

“I love (NASCAR chairman) Brian France, but when he says that drivers are doing what they have to do, it seems like he’s promoting this type of racing,” Hamlin said. “So that’s tough to crown a true champion when things go like this.”

WATCH: Kenseth wrecks Logano at Martinsville

NASCAR executive vice president Steve O’Donnell said after the race officials were “disappointed” with Kenseth’s actions and drew a clear distinction between what happened Sunday and the incident at Kansas. That could leave the door open for a penalty to Kenseth, which would likely be announced Tuesday.

NASCAR took an initial step by parking Kenseth for the remainder of the race, but it still needs to do more.

Kenseth should be suspended for next week’s race at Texas Motor Speedway — even though that won’t help salvage Logano’s title hopes (he’s currently last in the Chase with two races until the next elimination).

Think that’s unfair? Then switch the name “Kenseth” with “Kyle Busch.” Busch was suspended for a Cup race in 2011 after he intentionally wrecked title contender Ron Hornaday in a Camping World Truck Series race.

Kenseth said last week that officials have completely lost control of the racing. It was as if he wanted to prove his point at Martinsville.

So now NASCAR needs to send a clear message: Kenseth’s brand of thuggery shouldn’t be involved in deciding a championship.

The sport seems to be turning into more of a circus every week, and NASCAR needs to decide what it wants to be. Is it a form of competition that provides an even playing field in order to determine wins and championships? Or is it a glorified county fair demolition derby which emphasizes entertainment over integrity?

“It doesn’t matter what my thoughts are,” Brad Keselowski said. “It matters what Brian France’s thoughts are. He’s the one that runs the sport. I think that’s a good question for him.”

Judging by the fan reaction at Martinsville, the majority of fans loved Kenseth’s move, reminiscent of a popular WWE wrestler running down the ramp and jumping into the ring, then taking out the bad guy with a chair to the head.

“Wow, man!” Dale Earnhardt Jr. said. “They’re going to talk about that for awhile. I mean, look at this Chase. It’s wild for these fans and they’ve gotta be thrilled with how this Chase is so intense compared to our past formats. Unbelievable stuff happening out there.”

Unbelievable is the perfect description for the stunning turn of events.

WATCH: Logano calls Kenseth a coward

Logano had won three straight races and was en route to a Martinsville victory that would have clinched a spot in the championship race at Homestead-Miami Speedway. He would have become the first driver since Jimmie Johnson in 2007 to win four races in a row. But Kenseth, still angry over Logano booting him as he tried to block for the win at Kansas, wasn’t going to allow that to happen. Eliminated from the Chase last week in the race-ending crash at Talladega Superspeedway, Kenseth allowed his emotions to play out behind the wheel of a race car at about 100 mph.

The most popular form of motorsports in the United States should strive for more than cheap thrills. Yes, TV ratings and attendance have been down in recent years, and something needed to change. The new Chase format is exciting, and it resembles the playoffs in other major league sports.

But NASCAR needs to be careful. The playoff should be about creating thrilling races, not carnival sideshows.

Officials can say they’re unhappy with Kenseth’s actions, but you can bet the footage from Sunday will end up in highlight reels and commercials for years to come. Tickets will be sold and the sport marketed off exactly the kind of incidents NASCAR claims to condemn.

Martinsville might be remembered more for the Kenseth/Logano incident than Jeff Gordon’s stirring win. The images of the crash and the aftermath, including Logano’s father Tom having to be restrained in the garage, will be replayed on a loop.

Is that a good thing?

NASCAR has been on the verge of an identity crisis, and how it reacts going forward might determine whether it’s viewed as a legitimate sport or sports entertainment. Lately, it seems to be veering dangerously toward the latter.

Follow Gluck on Twitter @jeff_gluck

PHOTOS: Highlights from the 2015 Chase for the Sprint Cup