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It's because we only pay attention to the Olympic sports every 4 years, and only to our own athletes.
Most Olympic sports, like track, swimming, cycling, gymnastics and so on draw enormous attention every season overseas. The athletes are celebrities, like our pro stars in the major sports. They compete as individuals in meets all the time, so proving their superiority as individuals is part of their make-up---as it is among most pro athletes in the US. Being recognized as the best QB of this era is as important to Tom Brady as winning games is---don't doubt that for a minute.
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