It does appear now that being a celebrity of some sorts trumps winning an Olympic medal.
We have the situation now where GB athletes still at the peak of their game are calling it a day after years of investment in them.
Of course it's up to the individual, but it is perhaps a little sad that sports men and women are being pulled away earlier and earlier from their area of genuine talent. The modern cult of celebrity is to blame.
I don't think that's entirely the case though. Rebecca Adlington for example may only be 23 now but come Rio she'll be 27 which is incredibly old for a swimmer and she's already lost to a teenager who'll be even better in 4 years time so why punish herself for another 4 years to be completely outstripped?