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THE desire to ring every final last drop out of the London Olympics looks like it will persist for some time to come.
It is impossible to open a newspaper without reading an article on Sebastian Coe (much more famous than most of the athletes) or Jessica Ennis (nearly as famous as Sebastian Coe) or dear old Bradley Wiggins (the most famous rugby league fan in the world) or anyone of a number of other members of the Olympic aristocracy.
Anyone with a knowledge of the history of the Olympic games knows that they have always been used for political purposes.
One of the few things that links Julius Caesar and David Cameron is their funding of extravagant sporting carnivals to distract the multitude from grim economic conditions.
As someone once said, there is nothing new in politics, and the policy of giving the people bread and circuses is still a favourite method of mass distraction from more important matters.
So I fear there will be many more articles telling us what our Olympians are up to 100 days after the end of the games as we approach Christmas. The real winners will be those deemed sufficiently famous to help retailers sell us things for the festive bun fight – for them it really will be gold all the way.