CLEVELAND -- Lance Armstrong has already been stripped of his seven Tour de France titles and banned from cycling for life.
Could an interview with Oprah Winfrey change his legacy? Crisis communications professionals, lawyers and the rest of us are asking why he's decided to reportedly come clean after decades of lies.
"Lance Armstrong, have you no decency?" said Bruce Hennes. "For taking all this money, for harming as many people as you've harmed, and now you want absolution from not only Oprah, but the rest of us, I think that's too much to ask."
Hennes, managing partner of Hennes Paynter Communications, says sorry won't cut it for the lives Armstrong's destroyed, the damaged reputations of companies he's represented, and the cancer-fighting charity he founded.
"We always tell our clients -- tell the truth, tell it all, tell it first, because that's really what works," Hennes said.
"The truth always has a way of coming out. And once the community finds out you've lied, your customers, your clients, the people that support you, how do you maintain your creditability?"
Hennes expects that's one thing Armstrong won't get back.
"What he did was absolutely despicable, and as we like to say in our business, you can't spin your way out of bad behavior," said Hennes.
Why the about-face? Hennes says Armstrong wants back in the spotlight. Others say the timing could protect Armstrong against perjury charges since the seven-year statute of limitations on testimony from 2005 is up.
But he could still face legal consequences -- tens of millions of dollars in lawsuits, and more money returned to spurned sponsors, like the US Postal Service. He's already lost expensive endorsements and stepped away from the Livestrong Foundation.
Armstrong has won multiple awards against media outlets that accused him of cheating. The London Sunday Times is reported to have already filed a suit against him to reclaim a $500,000 libel award.
"My advice to Lance Armstrong -- go back to where you came from, go do private charity work, keep a low profile for two, three, four, five years, and then start to come out," said Hennes.
"This is all about money. It's all about ego."
But there are second acts on the American stage.
Think Bill Clinton for one. Some say this confession could be part of a long-term comeback plan that might lead to Armstrong regaining eligibility in the sporting world.
There are reports he's in discussions with the US and World Anti-Doping Agencies to dispute his lifetime ban.