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You'd think, but it's actually a Demand Media content farm. Livestrong.org is what you're probably thinking of (Lance's foundation website).

I recall reading that Armstrong's an investor in the content farm in question, to boot.

(Give a bit of a new twist to all those yellow wrist bands, doesn't it?)

Oh wow! I totally missed the .com vs .org thing. I totally see the difference now that I actually visited both pages.