The whole thing was probably staged for Phelps to get the publicity. These guys were looking for a huge payoff from those 8 gold medals, and from what I’ve seen, Phelps hasn’t even come close to what they were looking for. Fast being forgotten and fading from the papers, they do the sensational thing, try to create an ‘edge’ for this guy so the mainstream media will ‘embrace’ him, and he’ll be back to being an icon who can cash in. Another example of marketing groups willing to throw their clients under the bus for the extra dollars, and the dumb client not considering the long-term impact on his credibility.
I never understood all the talk about cashing-in on those Olympic medals. Mark Spitz didn't. Swimming & Track/Field are an every-four-years kinda thing. As a swimmer he couldn't even get a shoe contract.