As commercial as the Olympics are, I love them. Especially during the opening ceremonies where you see the pride on the athletes faces when they get to represent their countries. Nobody ever hears about Botswana, South Chad, Comoros, or Bhutan, but they all get to walk and carry their flag. Sure, they'll probably get smoked in their competitions, but for some people just getting to compete is enough of a prize.
So while the Americans, Chinese, and Russians battle for who has the most medals, I think it is the other athletes that are much more interesting and praise-worthy.