Capitalizing on the mass branding effort of those yellow rubber brands and his sexual intercourse with celebrities, super-athlete Lance Armstrong today debuts LiveStrong.com, the health/wellness site that's all about cashing in. This site is, of course, different from LiveStrong.org, the foundation set up to raise awareness about cancer and, um, Lance Armstrong. The dot-com/for-profit site, meanwhile, is a partnership with Demand Media, and greets visitors with everything from "why eating the fruits 3 times a week can help prevent the disease" to ways to "Get Fab Abs" through "a magic circle, plus other ways to strengthen your tummy with Pilates." The deal also means Armstrong is laying himself out there for endless product endorsements, including something called FRS ("Fight fatigue, Raises metabolism, Supports immune system), some sort of energy drink whose purchase will go toward funding Lance Armstrong, and his plight to turn a battle with cancer into a lucrative profiteering scheme.