Ullrich gets mega publicity from Lance and the media. Every Tour, they keep talking about the Ullrich threat. Yes, he would be getting much more exposure and higher earnings if he won, but I wouldn't mind being in Ullrich's shoes as far as respect and acclaim are concerned. He is a force to be reckoned with.
As for his bragging last year about how strong he was going to be this year, comparing his and Lance's rivalry to the Stallone's "Rocky", well, I'm not so sure. Jan is doing well, but not dominating yet. We'll see if he's holding something back so far. I was expecting him to be closer to Lance in the Time Trial prologue. And the TTT was not much more forgiving for him either. But of course, he also doesn't have Vinokourov. When he made big claims, he still thought Vino would be in the Tour.