IMHO, soccer and hockey are true "passion" sports (in the US anyways). Marketing and salaries/bonus' are very weak considering the sports you mentioned and these guys play it regardless for the love. But, give me RallyX any day.
I have nothing against the Olympics, I just think they are overrated. Especially for a US athlete. Unless your name is already big (like Shaun White with his gazillions of Wii endorsements, that Carrot Top looking mofo), you are essentially nobody, even to your own country. Playing favorites is all it is.
Just my opinion....