The same approach Lance used to win races was used by a lot of these rich guys to succeed in business. No wonder they liked him and what he represented. Heck, one reason they may be so personally drawn to cycling is that, unlike a lot of sports, in cycling significant cheating is accessible to a person of any ability level. Doping isn't going to magically enable you to hit a curveball or dunk a basketball, but it will make you faster on a bike. A lot of these guys probably are dopers.