I don't mean to hijack this thread, but criticizing Lance for endorsing a company that is sponsored by a foreign cigarette brand in a foreign (and little known in the U.S.) racing series is highly unfair. By that same logic, you could criticize every spokesperson for GM, Ford, or Dodge who has cancer or is an alcoholic (or has a family member with either) for associating themselves with Winston Cup or the Busch series. Lance is simply endorsing a fine brand of car known throughout the world for superior performance and reliability (yes, I own one ). I don't see how that associates him with 555, thereby making him a hypocrite. Lance did not sell his soul, in my opinion. He made a good business decision and did not compromise his integrity. Now if I saw him in a Marlboro ad or even a McDonald's ad, I might be a little shocked. But, hey, I'm sure everybody's already made up their mind. I doubt anybody here will buy a Subaru or a pack of 555's because Lance said so.