I don't think he was so cut up about his failure to win Gold in the madison with Wiggins in 08 that they didn't speak to each other for months/years because of the loss of marketing opportunities. I'd also point out he won the Sports Personality of the Year Award - essentially best British sportsman award - in 2011 on the back of his WC and green jersey. The other cyclists to win it have been Tom Simpson, Chris Hoy and Wiggins (in 2012) - ie 3/4 of the cyclists ever voted best British sportsman were voted as such because of their exploits on the road. Chris Froome tweeted about going for a training ride a few weeks ago, and hundreds of people went to meet him. I wonder if Steven Burke would have the same luck.Zinoviev Letter said:I'd suggest that it's mostly a marketing decision, based on his endorsement potential and post-cycling fame in a country where the general public absurdly overestimate the significance of track medals.TMP402 said:One could say that is why he wants an Olympic medal, because his lack of one while a lot of other lesser riders have one shames him. You kind of answer your own question. You could also say: he was the best of his own generation, he's now beating the guys who came after, like Kittel, and at the Olympics he has a chance to beat Gaviria.Zinoviev Letter said:I find the Olympic track focus extremely annoying. Cavendish is from a country that's overflowing with cycling nobodies with a track medal or two.spalco said:Assuming he won't stay in this Tour to the end (which would be uncharacteristic for him, but the Olympics seem to be really important to him personally), he would still need at least two more really good years or one great one, we will see.Red Rick said:At etixx Cav hasn't been that fast, especially in 2014 and 2015. But now he really seems back, back on track on breaking the record for the most stage wins.