While they'll probably go a little too far, this is a good thing. The Olympics are an incredibly expensive event to put on that many people love and someone needs to pay for it. There are a limited number of people who can visit the games due to cost and seating restrictions, so TV advertising is required. If this kind of thing doesn't happen, the value and therefor the price of the sponsorship drops, leading to a worse Olympics for all.
It doesn't matter if you don't like sport or the IOC or the fact that London won the Olympics. This is the situation and it would be imprudent to act any other way.
It doesn't matter if you don't like sport or the IOC or the fact that London won the Olympics. This is the situation and it would be imprudent to act any other way.