In the not so distant past, when football was a contact sport, the art of diving was almost non-existent. I am not saying it didn't happen, but that nowadays a player is protected by the referees so much that any touch by an opponent will allow the player to dive to the floor knowing that the referee will more than likely award a free kick.
Why was the gathering of 'slebs' in a diving contest so utterly appalling? And why did the citing of Tom Daley doing 'TV work' like Gary and Sue cause such a negation of British sportsmanship? We like to be united in our hatred of TV. But what we don't realise is we are dumbing down our own reputations.
So diving is a cancer in football. The other thing that's cancerous is stupid sensationalist responses to diving. There are two counts of this: firstly there's the lacking perspective angle of the likes of Tony Pulis who thinks that a yellow card offence is worthy of a 3 match ban, then there's the 'blame the foreigners' angle of any old school "hoof it oop t' bloody pitch" punter.
As the London Olympic games approached, much talk was of the Olympic Athletes' Hub and how athletes would be more connected to their fans than ever before thanks to social networking tools such as Twitter and Facebook.