check out this story by former SF Chronicle sportswriter C.W. Nevius on how corporate interests have co-opted the Olympic flame:
http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2002/01/20/LV51608.DTL (if you can't get that long URL to open, go to www.sfchronicle.com and enter "nevius" in the search window)
