UK athletes struggling to meet high expectations
Britain's head coach Charles Van Commenee vowed to deliver seven medals at these World Championships.
At the half way mark the team have three. And with plenty of medal prospects due to compete between now and Sunday, UK Athletics insists there is no need to panic.
Dai Greene in the 400m hurdles, Phillips Idowu in the triple jump and Farah again in the 5000m could yet put a golden gloss on events here in Daegu.
And yet there is already a sense that Britain's athletes have been a little disappointing.
Mo Farah and Jessica Ennis were expected to win gold but had to settle for silver. Few could justifiably criticise them.
Part of the problem is that with London 2012 looming large over events in Korea, expectations have been built to a level which may be unrealistic.
It's only three years since Beijing when Team GB were desperately disappointing in track and field events. The Berlin Worlds were a marked improvement but for years the sport has needed a major overhaul. Even if things improve in Daegu the need for longer lasting change hasn't gone away.
The other problem is that Van Commenee has helped build up those expectations, allowing himself to be drawn into pointless (although headline grabbing) comparisons with the golden generation of the 1980s. He may have been trying to boost his team's morale on the eve of a vital championships but if the team fail to turn it around before they end on Sunday then those words will be thrown back in his face.
Already there are one or two whispers of discontent inside the camp. But that isn't necessarily a bad thing. Van Commenee is proud of his tough guy image and while it might wind others up, it's his neck that is ultimately on the line next summer.
With four full days of competition left, Britain are 14th in the medal table.
It's too soon to write Britain off but unless things start to improve then some serious questions will be asked of Van Commenee and UK Athletics.