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@BringMeMyFix
When they're a media whore, it's not that difficult. And there's enough anecdotal evidence from his peers/associates to get the gist.
And as if using politics/money/foul play to win the tour 7 times (plus some talent, yes) wasn't attention grabbing enough, he decides to set up a heavily branded 'cancer foundation' rather than donating wads of cash from his considerable personal wealth - secured thanks to whoring himself out to Nike and the like - to already established research/aware-raising organisations. Talk about creating the ultimate emotive smokescreen.