let's go to economic analyst hetha pramakar joining us from london. how are you?eat. how are you? >> i'm great. i see commercials with michael feps, citi card or visa and you have ryan lochte swimming the way all the way to the olympics in another one. what happens on the result of a race like yesterday when you have michael phelps being the big branded guy and he loses, he doesn't even medal? what happens to that brand? >> well, ryan lochte is now america's favorite. i mean, yes, we all love michael phelps but lochte and one thing to understand is he was already getting endorsements before he won that god medal last night and making $2.3 million innocent doersmentes of procter & gamble and speeos and mutual of omaha. winning one or two more gold medals, that's harder than probably in our lifetime but he could surpass michael phelps' endorsement deals by -- michael fell ms making about $6 million in endorsement deals in 2010 and set to make more money winning the 1 or 2 god medals. >> really? you think that's the gauge? he went 8 for 8 the last olympics. that was