Imagine for a moment a city without municipial transportation, without running water, electricity, phone service, cars[0], etc. Without your favorite restaurant chain. Heck, without those soap dispensers OP mentions. Suddenly it's no longer such a great place for hosting Games at.
Given that those items, venues, services etc. add substantially to the value of the Games and build London's value over long time, I find it strange only the direct, one-time sponsors get to display their brands.
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[0] will they tape-over brand logos on citizens' cars just as well?
Given how short-term these sorts of events are and how unlikely it is to happen there again (in a lifetime), I suggest just letting them get on with the crazy thing and concentrate on more constructive subjects. One of those topics to keep the media busy.
I'd love to ignore it but the Gov unilaterally deciding to spend £10 billion of public money entertaining rich people for a week or two in the midst of a recession when there's rampant unemployment, an ever widening poverty gap and cuts on all but essential public services ... sorry can't ignore that.
At previous "international steroid cases running about" events they have ejected people who had T-shirts with a non-sponsor logo, and people who drinking cans of the wrong sugary caffeinated drink
Given that those items, venues, services etc. add substantially to the value of the Games and build London's value over long time, I find it strange only the direct, one-time sponsors get to display their brands.
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[0] will they tape-over brand logos on citizens' cars just as well?