I'm seeing Armstrong as more and more of an entrepreneur - he enters the sport in the early 90s and sees the final stages of transition from the old era to the EPO era - he then sees the outrageous potential of the drug and the possibilities when using the best doping doctor - realising a power vacuum, blind eyes and an ultimately corrupt governing body and knowing there is no detection test he embarks on acquiring the rights to the best pharmacology and develops (with the best dirty DS out there) a strategy for gaining and maintaining a stranglehold in every sense on the sport. In parallel to this he manipulates his life threatening illness/recovery and self mythologises a brand around himself, explaining away his dominance as being based on inner strength, diligence, integrity and hard work. His rewards - both financial and from fan worship entrench his power and warn off challengers, intimidating and ridiculing all dissenters.
Its just business to him. After reading a lot of the mini report I have to respect his brass neck, canny moves and ruthlessness.