When I covered the Seoul Olympics in 1988 I was astonished at the amount of goodie bags handed out to all and sundry: bronze medallions, trainers, T-shirts, computer bags (the Tandy was the lap-top of the day), etc. All the dog restaurants had been cleared off the main streets and the new industry was branding. Anything that didn’t move was branded with the Olympic logo. Anything that did was draped with it.

When the games ended I watched one top sports photographer struggling to the airport with so many extra bags, I asked him if he was upgrading to freight.

Now the same thing has started here in preparation for the 2012 Olympics. It might seem churlish to sleep through the whole thing, but thanks to this  enterprising linen company at least you can register your support if you do.