It's hard for any media to compete with the interest generated by the Olympic games, but maybe it's not such a bad thing to be distracted from the tough economic times and challenging business environment at the moment. It obviously also helps when your nation is doing well in the medals tally.
There is, of course, a serious side to the games, and those in the materials handling industry can take some pride in the role their equipment played in helping prepare the venues and in moving supplies around during the events.
Sure, this may not have the gravitas of an international forklift competition, but I'm sure many readers are glued to their TVs and will remain so for another week. If you're in that camp, enjoy the games. If not, remember, the world will be back to normal in a short while.