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 can do better in terms of ringing up the financial endorsements? >> here's the reason why. lochte was on the cover of "vogue." he looked amazing with the models and a lot of these advertisin...