The man in the street might be perturbed by the hallucinogenic hotel prices and those fast VIP traffic lanes but there is a small, select group of sporting idealists who go starry-eyed at the very mention of London 2012. Indeed, for the first time in history, that group will be allowed to perform on the Olympic stage.
Don't expect the old boys at Augusta National Club to start clapping anytime soon but finally women's boxing is welcomed into the Olympic family.
No sport at London 2012 has the potential to launch a career quite like boxing. Muhammad Ali and Sugar Ray Leonard won Gold medals as springboards to greatness in the pro ranks while Audley Harrison's triumph in Sydney was enough to tempt the BBC to part with a reported Million pounds of our money..
Amir Khan didn't even win outright four years later in 2004 but Athens' silver sparked a riot for his expensive signature. And so it rolls. But neither money nor professional possibility is on the radar of most women set to compete this summer; being there is the thing and getting there is even harder.
This month will make or break the hearts and perhaps the careers of a small band of women boxers from across Britain as the only qualifying tournament for London unfolds in China. Nicola Adams, Savannah Marshall and Natasha Jonas have beaten off stiff domestic opposition through a series of box-offs and competitions across Europe and that is simply warm up for the serious stuff coming up in Qinhuangdao. With only 24 places available for London affording just eight in each of the three weight categories, to say it is competitive doesn't do it justice. The British trio are only too aware of what they are up against and what is required to succeed.
"I get up at 7am for a run before breakfast and follow that with a strength and conditioning session" Adams told me before she left, "we break for lunch then the main boxing session including sparring takes us through the day. It's hard, hard work and I definitely don't have time for clubbing or parties but I'm glad I chose this life. It's my dream to be World Champion."
Adams has been tantalisingly close to realising that dream at each of the last two world championships losing only to the winner in the final on both occasions. The Leeds lady is seeded No2 which is a significant advantage regarding the draw and not only is she among the favourites to win, she is expected to qualify; "I know what to expect now, I'm not the young one anymore" said the 29-year-old, "hopefully I can draw on that experience to perform when it matters."
It will be a shock if Adams doesn't perform or book a slot for this summer and there's no doubt she is one of many who have excelled within the Team GB regime. Since Frankie Gavin became Britain's first amateur world champion at Chicago in 2007, the system has been revolutionised. In truth, the amateur set up for would-be competition performers is as close to the pro game as it gets with the head guards still on.
Even elite fighters like Carl Froch spar with young Team GB athletes. No surprise then that podiums and Gold medals have become the norm in recent years since Froch's coach Rob McCracken took over as Performance Director.
"He is a brilliant coach" championship newbie Jonas told me "but it's a massive team effort and a big move forward for Team GB. We are getting it done in competitions so we know we can win. Now other teams are watching out for GB instead of us worrying about the Cubans."
That success breeds success is evident in the results but Jonas herself is a walking advert for the women's game; "I only went down the gym to lose some weight but that led to Monday night classes and then they asked me to join and box. I was so nervous to start off with but I got fitter, then better and just kept going."
That attitude and application has taken the ice-cream loving Jonas further than even parents Jerry & Esther could have imagined, "they're not surprised though they never dreamed I'd get this far. They'll be with me in China and hopefully we can go all the way to the Olympics as well."
It won't be easy as an unseeded boxer and Jonas has both dual World Champion Katie Taylor from Ireland and Turkey's Gulsam Tatar (successful at a higher weight two years ago) in her division. But with her best pal and fellow Liverpuddlian Tom Stalker already qualified the motivation is there; "Tom races me to the gym to see who gets to play DJ, first in gets to choose the music for the day. I can see how chuffed he is to qualify but he doesn't want to say or celebrate until I get there too. "
Like Adams and Marshall, Jonas has been prepared close to perfection by Team GB as she attempts to secure herself a slice of sporting history; "I've been around the world for the past year and a half sparring the best international amateur boxing has to offer, you can't get better preparation than that. I'm focused and I'm ready."
Don't be surprised in the coming days if your sports pages launch a beaming boxer on a podium with a Union Jack and an ice cream in her hand.