You set the stage for a great question. What can an overgrown professional bodybuilder do to make themselves look marketable to companies and consumers?
What's their talent? They can lift things up and put them down?
At least that Bones guy can actually fight and entertain us. What does a bodybuilder do for anyone?
"look more marketable" - well they can carve out their own niche. You don't have to be the best bodybuilder in the world to get paid and make a living in the industry. Andy Haman is doing it by being over the top. Bob doesn't compete any more yet still gets booked for emcee jobs. With today's social media tools and the ability to put up a blog and a web site in hours, there's no reason guys can't be making themselves valuable to companies. I'm paid to endorse MuscleTech® products and am I a professional bodybuilder? No. Will I ever be? Nope. You don't need to have a talent you just have to "get" how to brand and market yourself. The problem is most guys are too busy thinking about their next meal and living in their own little world waiting for a hand out.
There are lots of pro athletes who read the muscle magazines. Celebrities read the mags as well. They want to know the "secret" to getting bigger arms or six-pack abs. Harry Conik Jr. attended the NY PRO and is a fan of bodybuilding. Busta Ryhmes was backstage at the Olympia one year. Terry Crews was just at the Bodybuilding.com Fit Expo and uses bodybuilding (not the competitive type) to help him get roles and is on the current cover of Muscle & Fitness. I know A-Rod has used the muscle mags to try and score a date or two with a fitness model
Bodybuilders can do it if they stop being lazy and make themselves more than just some big dude who lifts heavy ass weights.