Indeed, Switzerland is just one example of how elite sporting events are seen as perfect PR opportunities for countries as it allows them to take diplomatic risks knowing their home nations might be more forgiving than usual if they are spotted sharing the view with a non-ally nation.
Witness the risk on both sides as David Cameron took Judo advice from Vladimir Putin today.
Forget the sponsors and the fast-food, the high stakes PR at the games is underway and Syria looms large in the backdrop.
