phil just made a quarter of a million in 1 week in contest checks. Add to that muscletech's "matching bonus" and you have yourself over half a million dollars in 1 week!
Oh, prize money is just a small part of the business known as Phil Heath, LLC. His contracts with quite a few companies are going to be more valuable, as he becomes the reigning Mr. Olympia. Congratulations.
Since we are almost sure there will be a 2012 Sheru Classic in New Dheli, India next year, I bet more competitors will take a look at this contest too.