Leading up to the Beijing 2008 Olympic Games, the USOC created a branding tag line to promote the imminent excitement of the Games. This “Amazing Awaits” line was printed on shirts, hats and a variety of products, all in an attempt to make a promise to the consumer that something exciting was about to happen.

As the 2010 Olympic Winter Games begin to draw to a close, I am sensing a similar slowdown of enthusiasm, or at least a preparation for the ending of this party. It’s a little like attending a rock concert after the headline band has already completed their set. A week ago, everybody felt they had a chance to get tickets to something. Now, the number of “headline events” can be counted on a single hand. If they don’t already have a ticket to gold medal figure skating or gold medal hockey, people are resigning themselves to what they have already experienced.

Shoppers are trying to find that one exclusive buy (red mittens are no longer available), pin traders no longer want to trade for anything, they seek just one or two particular pins. If you haven’t been to the #1 rated restaurant, it’s probably too late to get a reservation before the Closing Ceremony.

It’s not that something amazing is not going to happen, it’s just that it’s no longer expected. And that’s too bad. Luckily, the London Games of 20102 are just around the corner.