Personally I think it's just an excuse for any number of things.
>British people yelling at Americans for calling football "soccer"
>The world yelling at the Middle East for everything
>References to the 1972 Munich Olympics
>Feminist pride
>"Who the forget is that old guy playing piano?"
>The Royal Family
>The Royal wedding
>Companies hawking whatever stuff they're making nowadays
>A truckload of new memes
>Fake smiles and empty handshakes
>Oh yeah, and some sports too