What was he thinking!!

Have you guys seen this article about an Oklahoman who won a marathon in Fort Worth but was disqualified because he never registered for the race but instead ran using a friend's bib?  I mean I have been tempted to do that but I'm never close to winning so I could go unnoticed even if I ran as my dad.  I wonder what this guy was thinking on about mile 23 when he realize he was in the winner's circle yet could not win because he didn't register.