But no, they didn't do much for cancer research, not their bag. People are scathing about cancer awareness, but it doesn't mean "telling people there's a thing called cancer". I saw a nice comment, "we used to be cancer victims, now we're survivors" And it seems widely accepted that Livestrong and Armstrong did a lot for that perception in America- cancer for a lot of people became a thing you could beat and go on and take on the world, rather than a pitiable thing.
The other thing you've got to take into account is the general cock-up that passes for a medical system in the US - not like here where you get cancer, go to a hospital and get treated; over there it involves insurance, private healthcare and a very confusing system and has further ramifications re employment, paying the bills etc.
As far as I understand it, LiveStrong helped people negotiate that system - their thoughts (allegedly) being that lots of charities raise money for cancer research, no-one at the time really helped someone with cancer get through the system, get effective treatment, find out about their options.
I don't doubt that it was a mutually beneficial agreement between LA and LiveStrong, I guess the truth is exactly where that boundary lies between it being a publicity machine for LA and it actually doing something useful for "the cancer community".