I kind of feel bad for him. He has trained like a machine for the past four years to have Phelps-esq success at these games - that clearly didn't work out for him. His family is hurting financially and it doesn't appear the sponsors are lining up like he expected. So he is cashing in on some cheesy tag line and hitting up the reality show circuit. Sad- but I can't blame the guy. He was REALLY expecting to win all Gold and get some serious sponsorships.
I heard on the radio he is trademarking because he plans to slap it on a bunch of merchandise. I guess he expects people to buy it at some point? So sad