With the finish line end of Alii Drive turned into a pedestrian mall for most of race week, chalking the road to inspire or congratulate friends and family has become an important part of the Ironman spectator ritual. Which is not to say that too many folks running down that last stretch after being on the course for more than a normal workday will actually notice, but the good wishes are genuine , often touching, and add a lot to the big-event atmosphere.