Visa's campaign from TBWA\Chiat\Day in Los Angeles for this summer's Olympic Games is based on the insight that fans like to cheer for athletes at sporting events. Boy, the focus group that dug up that nugget was gold-medal material! All snark aside, the competitors in London richly deserve praise. Many have inspiring stories and overcame incredible adversity. That's why I applaud the central idea of the campaign, which harnesses a Facebook app and other social platforms to let fans record audio, video or text cheers for more than 60 (Visa-sponsored) athletes.