I love the Olympics, love the endeavour, the challenge to push the limits of human capability. I love the competition, the striving, the winning and the losing; the podium moments, the team hugs and the heartbreak interviews. But that is not what the torch relay or indeed, these Games themselves are about. They are about consumption.
Londoners™ the UK, Your Olympics™ start in just a few days and we hope that you're excited! They are your Olympics™ that have cost you £2.5bn £9bn £11.7bn possibly £24bn of your money, that's 38p per household, that you really need in these times of austerity but were forced have chosen to spend on what is sure to be the best Olympics™ ever ever.
TFL have made it clear that only official Games vehicles carrying athletes, staff and delegates will be allowed to use the roads. But with just 10 days until the opening ceremony, many of the roads affected by the Olympic routes have been left with unclear and confusing signposting for the public to decipher.
Scratch at the egalitarian sheen of the modern Games, however, and there lies a gaping class chasm. Figures from the Department of Media, Culture and Sport show that in the 2008 Olympic Games around a quarter of Britain's athletes came from independent schools, compared to just 7% of the population as a whole. Our elite athletes are elite in more ways than one.