The emphasis here should be on "most", I guess. Those running the games are doing their level best to whip us into a frenzy of patriotism and rah-rahness, and probably with some success. Children are being encouraged to sing songs of welcome ("g'day, g'day"), athletes (the most highly govt-funded in the world) are being held up as models of determination and individual achievement, and politicians are happy with the distraction.
It's baby and bathwater stuff - lots of people actually like the sport and want to watch it and are therefore probably willing to have their stomachs turned and to plug into the saccharine mainline.
Tim