i see commercials with michael feps, citi card or visa and you have ryan lochte swimming the way allolympics 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 a phenomenal feat he did. you think that ryan just by doing another gold medal or two -- i agree. just won another gold medal, no problem, but he ca

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