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.
A lot of the athletes taking on media work are now actually past their peak. Let them do what they like.