What you don't understand is the amount of employment it has already provided. A design agency has been employed, probably four or five account handlers plus additional staff, consultation has been held, meetings with key people and one poor young trainee to do all the photocopying. Isn't this what they said would happen - the Olympics would create jobs!
And now here's my real answer - it's crap, looks like crap and is a waste of money!
It's providing work, yes, but for a London company - none of this benefitting the rest of the country.