You were dishonest. You shamed us. (Lochte). No one minded you partying. Even messing up a bathroom, if you paid for it, can all be forgiven. But lying to the world and making your hosts suffer? For that you deserve to lose all the millions you have lost in endorsements.
Someone pointed out on the Gator forum, that if you were on the UF campus in 2007, you could have run into: Tim Tebow, Aaron Hernandez and Ryan Lochte.