I saw some polling showing that Lance is the most well known athlete in the world. When Paul is referring to other countries, he means France. Bicycle racing is a more serious and well known sport outside of the US and even in France Lance has a vast number of supporters.
The real problem with the idea as I see it, is that any item done for Livestrong would need to be priced and sourced for millions of sales; not Spyderco's forte.
Our reason is quite satisfied, in 999 cases out of every 1000 of us, if we can find a few arguments that will do to recite in case our credulity is criticized by someone else. Our faith is faith in someone else's faith, and in the greatest matters this is most the case.
- William James, from The Will to Believe, a guest lecture at Yale University in 1897