You're right, it has become profesionalized and tainted to an extent.
But there are some athletes, who still are in it for the sport and for their countries...hey, if that brings millions in endorsements...so be it.
An example is the 23 yo. Australian Freestyle Moguls gold medal winner...he is an intenet millionaire. Despite little practice time due to his working on his company, he still wants to ski and compete.
Shani Davis is the opposite...I will be rooting against him and could care less about medals the US may or may not get with that punk.