What really gets me is the use of the term "proud" - as if the people displaying such signage really feel anything remotely like pride about it. In reality the

What really gets me is the use of the term "proud" - as if the people displaying such signage really feel anything remotely like pride about it. In reality they likely feel indifferently(they're going to make a lot of money anyways, just being at the Olympics). But they certainly do not think to themselves "This is a good thing I'm doing. I'm happy to present this to my customers."