Wasn't Bill Phillips EAS and Muscle Media, and Met-Rx Scott Conelly
What happen was Phillips was your standard bodybuilding fan that had family money and a successful little news letter (Anabolic Update) , he hooks up with Connelly, who was at the time, a critical care hospital doctor. They decide to try and market Connelly's recovery drink to lifters via Phillips's news letter. The news letter turns into Muscle Media 2000, and steadily promotes Met-Rx and Bill's circle of friends.
Phillips's becomes friends with the original owners of EAS, a pair of scientist that were researching creatine. He helps them promote Phosphagen through MM, then a bit later buys the company out right. The split with Connelly came around then, I'm not sure of all the in and outs, but EAS released their own MPR, a horrible tasting creatine/protein blend called Phospagain, then a year or so later, Myoplex.
It was a nasty split, and for many years Met-Rx was banned from being mentioned in Muscle Media, they'd call it the leading brand, or bar out the full name.