Olympic bandwagon jumping anyone?

I love a nice bit of bandwagon jumping - in fact it should be an Olympic sport.

See what I have done there? I have managed to get the word 'Olympic' in - just for the sake of it.

A bit like a press release I was sent entitled "OLYMPIC INTERNET TRAFFIC TO GROW AS BRITAIN TAKES TWELVE GOLD MEDALS".

There is nothing like stating the obvious and using an event with no real connection to the everyday IT industry, to tie in an IT theme.

My worry is, when the UK wins more gold medals, will said company go into overdrive? Will I receive a press release each time the gold tally is added to, and what on earth am I going to do with all the press releases - write a separate web story each time?

I'm all for good Olympic - themed stories, but please can they have a little bit of a stronger IT link than that in future? We at CRN managed it because two channel firms had been involved with carrying the torch at various stages along its route to Beijing. That was a proper Olympic story.