He is coming back because relatively speaking the man has genetics probably second only to God himself.
He can easily place ahead of Bob, Shari, and the rest of the lower rung bodybuilders. I don't see him beating any of the top tier pros like Dexter, Jay, Gustavo, Chris, Ronnie, though. If he comes back in top condition and not pull a Lou come-back, he could be battling for placings with Melvin, Vic, Lee and Warren/Jackson.
He has the potential to make some money, though like you I suspect it is just establishing name recognition for sponsorship purposes. Overall, everytime I met him he was a very pleasant guy to be around and chat with.