In all honesty, i am not sure this is the best move for bb.com. Think about it, they used photos of chick when he was in top shape and he did look pretty good. All the teenagers see those pics and that is what they want to look like; a big dude with a powerful looking physique.
Pretty sure whoever they replace him with is probably going to be a twink at around 160lbs with abs, not exactly the kind of physique most teenagers and young men want. And lets face it, those people are the majority of the market segment in the supplement market.