Overview: Take your marks, world, the Games of the XXX Olympiad are set to start soon and they will be inescapable. The London Olympics will have unprecedented reach as social media supercharges conventional media coverage and takes the spectacle to ever more eyeballs. Close to the action though - in the shadows of the venues - you'll find eyeballs rolling with contempt and tut tuts of disgust as some Londoners do their best to turn the 5-Ring-Circus into a Grumpylimpics.