Googled now and read about the Heinz thing. Nope, had not heard about it before.
Even Livestrong is actually controversial. Don't know much but have read often that larger amounts than were necessary were spent on admin etc [allegedly his personal legal fees etc], rather than on the disease itself. Like I said, can't say for sure it is true.
Also the confusion between Livestrong.org versus Livestrong.com was very convenient for him.
Also David Walsh talks about it in his recent book.
"do you regularly view the videos posted via the Second Coming's twitter? Did you notice that all these videos are posted at Livestrong.COM? This means that every time you go watch that video you are directly contributing to pageviews and ad revenue which is fattening LA's wallet. Livestrong.com is a for-profit website run by Demand Media and features plenty of ads. Livestrong.ORG is a separate site, yet few people seem to realize this. Whenever you see LA riding around in his Livestrong kit, people assume that he is using this to raise awareness for his anti-cancer campaign. Yet Livestrong is also the name of his for-profit website. So that kit is also one big advertisement driving people to Livestrong.com where they are earning revenue for LA. So next time you see the Livestrong logo plastered everywhere, ask yourself, does this really have everything to do with cancer, or is he advertising for his for-profit website and earning ad revenue under the banner of fighting cancer? You might also reconsider the whole point of all those videos. Each time he posts one, the traffic to that page of Livestrong.com must go through the roof. Pageviews equal money. He just refuses to speak to the media, creates his own videos, drives traffic to his site to earn money. But the comeback is all about preventing cancer."
Again, I might even empathize with him for the doping. Can totally understand the reasons and the temptations, AND I also feel he was a great entertainer [far more than say Wiggo] but hero? Nope. Not in my book.