Google's dedicated Olympics website invites you to
"Cheer on your team by changing your profile picture to the flag of your choice".
Is this a clever way of sorting out what language results to serve each of the huge number of visitors from almost every country of the world currently domiciled in a small part of east London without intrusively asking "who are you?"?
I'm sure that there's been a distinct change in the languages used for search queries emanating from British IPs in the last few days...