Between trips to the medal stand in Athens, Phelps repeatedly said he planned to change the sport of swimming. He still says he won't submerge for the next four years, only to resurface just before the 2008 Games in Beijing. For now, at least, it's not about what happens in the water. Instead, it's about those photo shoots and magazine covers. Just market, baby. Phelps promises to stay in our face until the next time he faces Ian Thorpe for Olympic fame in a quest to equal or surpass Mark Spitz's record of seven golds. Phelps aims to alter world of swimming. (Norm Frauenheim, Arizona Republic)