Well sport also makes a lot of money for a lot of people. It ticks all the boxes for a consumer and celebrity driven culture. The arguments going on in Australia, that seem to mirror the discourse in the UK, claim more money poured into the different disciplines results in the best coaches, which then translates to the best results. Some Australian sporting insiders were saying that the Chinese results reflect them basically 'buying' the best coaches available. Other insiders suggested that the Chinese attitude to training and respect for the coaches and opportunity also has a lot to do with it. I think sport will always reflect the mainstream values, and once kids get to puberty, they pretty much begin to see where they want to be (or where they're going to be ostracised), peer group wise or individually. I knew at a certain age, the values and mindset of sporty people wasn't a very interesting one. That's an Australian perspective though. And I was surrounded by a Working Class culture. It might have been different for Middle Class kids. It also seemed to me the kids that went on to a life more informed by the Humanities, weren't overly blessed with a sporty peer group.