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.
Would be interested in names you are thinking of. I can't really think of anyone who's doing that. The people who have retired like Becky Adlington, Vicky Pendleton & Beth Tweddle have just reached the end of their natural sporting life.
And if they are using their status to earn a bit of cash then why not - they have earned it as far as I'm concerned.