I'm really glad Hershey decided to get a dark ride, and I'm very happy that it isn't Nascar themed, but yeah, I agree the whole story seems kinda weird. When I think about playing sports, I usually don't think about shooting people and then eating candy. Still, it could be amusing, kinda like how when I ride Soarin' I pretend to kick people in the head.
It makes the ride somewhat fun, I guess. If nothing else, you get free candy at the end, which is always a plus!