Will Team GB feel the cost of success?
The launch of Team GB's Olympic kit might have provoked a debate about Stella McCartney's controversial reconstruction of the Union flag - blue, white and very, very blue - but whatever your assessment, the event once again highlighted the commercial opportunities and pressures which exist in this year of all Olympic years.
Getting the balance right between cashing in and keeping your focus on training is a tricky one to pull off - especially for some of our biggest names like Jessica Ennis, Chris Hoy and Rebecca Adlington.
Those three are probably Team GB's biggest earners, with seven figure sums up for grabs if they can deliver success at a home Games.
Ennis told me this summer was a "once-in-a-lifetime opportunity" which any athlete had to make the most of.
Olympic success promises many commercial possibilities for Team GB athletes. Photo: Getty
And who would begrudge her or anyone else in the team? Not me. Most Olympians spend long lonely hours training for their big chance every four years.
For all the excitement that will be generated in the coming weeks and months, the level of interest and the number of commercial opportunities will inevitably fall once the Games are over.
And yet, as the recent experience of diver Tom Daley showed, a perception, even a false one, that an athlete is more interested in photo shoots than training can be extremely damaging.
Despite the warning from British diving's performance director Alexei Evangulov that he had to knuckle down or risk throwing away his chance of success, Daley has just 11 days set aside for commercial and media work this year, hardly that much compared to others.
One leading cyclist has 60 days in the diary while Ennis's coach told me last week she has 40.
Like some of the other big names she has a lot of sponsors to keep happy - eight in total.
She is fortunate that in her coach Toni Minichiello and agent Jayne Cowmeadow she has a team who understand the need to always put her training first.
They know that with her good looks and natural charm she could become our richest ever Olympian after the Games if she can deliver a gold medal.
To illustrate the point that even bigger riches could be waiting around the corner for the team, the British Olympic Association has sent all athletes a new offer to represent them after the Games as part of their Team Members' Agreement.
The optional document, which I've seen, is not aimed at the superstars like Ennis, but competitors from the smaller sports who will always struggle to get their share of the commercial pot even if they win gold.
The offer sets out how the BOA will guarantee a gold medalist a fee of £6,000 per appearance for the four years from Jan 2013 to December 2016. A silver or bronze will bring in £3,000 per appearance.
The agreement does not preclude athletes signing other sponsorship deals but it is still certain to be turned down by athletes like Hoy and Victoria Pendleton who can make more on their own.
However, what the BOA's move does reflect is the growing scramble for commercial rights after the Games - when the likely fall in sponsorship income will be accompanied by a steady decrease in public money as more Government cuts bite.
Elite Olympic sport is shielded by the lottery until 2015 but who knows what will happen after a General Election and without the incentive of a home Games to plan for?
Even by Olympic standards, London 2012 is shaping up to be to one of the most commercially driven ever. Just look at the number of sponsors the London 2012 organising committee has secured and the £700m it has raised.
Everyone wants a slice of the action and that means, to use marketing parlance, more activation involving the high profile names.
With so much at stake the hope has to be that our athletes don't get too distracted because come July people will worry more about what we're winning and less about what the team is wearing.