The world has come to London to play, but is anybody actually going to watch? Embarrassed officials are searching for answers after a number of Olympic venues were shown to have thousands of empty seats on the first day of events following the weekend's opening ceremony.
The overwhelming tide of no-shows could have been written off as hangover casualties after the big opening, which ran past midnight in London, but the Olympic soccer matches played last week were also sparsely attended.
All of this, despite most events having been officially sold out for ages.
Don't blame the fans. They want to go, but they can't because those empty seats belong to sponsors, officials, media and others with accreditation.
The non-attendance has infuriated members of the public and performing athletes alike.