Some of them already are. I believe I saw the articles linked on another forum, but there's some shady/scammy tactics from Lance and Livestrong.
In one instance Lance had put together a charity ride. 35K to go on a bike ride with Lance, but apparently 10K went straight to Lance's pocket. Participants were given a tax receipt for only 25k. They also weren't really riding "with" Lance, as he went his own pace and left everybody else behind him.