Ultimately the manufacturers, certainly Mercedes and Renault anyway, are keen for F1 to be something more to them than pouring billions into something with a potentially negative image. Now whether the innovation from KERS and the later ERS will ever really filter into their roadcars, or if it just is some good PR to push their hybrid offerings, it's ticking their corporate boxes. To the layman F1 sounds like it is at the forefront of green car technology, which is reinforced by all the supercars running KERS or hybrid systems launching on to the market. Suddenly the expense starts to make some sense, much more than any further investment in archaic V8s.
Ferrari are complaining because they aren't winning. If they were no doubt they'd be doing like Merc are and advertising the link between the 'green' systems in their F1 car, the La Ferrari and it filtering down the range in future. But instead they've dug their heels in and started moaning about wanting something back that is never going to happen. Perhaps LDM is looking for yet more extra money to be given to them just for turning up each year...