Unfortunately, the number of messages he received made his iPhone go on strike. After telling Yahoo Sports that he was planning on calling the female admirers, it turned out that his phone had crashed making that option impossible at that moment. Luckily for Sobolev, his iPhone was only momentarily disgusted and did boot-up again, allowing him to brag to reporters covering the games.
The International Olympic Committee is probably made up of the same type of conservative old men that you would expect to see running such an august body, and they were simply not amused with Sobolev's self-promotion stunt. They forced him to cover up the number on his next run.
source: YahooSports, DailyMail via CNET