This message was not brought to you by the real Olympic Games, but is instead a demonstration of the free speech which the folks who run Olympic Games are trying to kill. Why should you care? David Edgar puts it pretty well:
By declaring images, titles and now words to be ownable brands, these various organisations and individuals are contributing to an increased commodification and thus privatisation of materials previously agreed to be in the public domain. For scientists, this constrains the use of public and published knowledge, up to and including the human genome. For artists, it implies that the only thing you can do with subject matter is to sell it.