Oh so you don't have any idea how it started. Well, then, maybe it's best not to expound on such matters. Yes, that's a better idea.
Canada started the "Own The Podium" program a few years before the 2010 Olympics. Why? Because in past Winter Olympics, quite frankly we sucked. Like, 3 or 4 or 5 medals per Games. So the federal government decided to put a decent amount of money into the amateur sports that were notoriously underfunded, and came up with slogans that would get the country behind the athletes. So it's not even close to the assertion that "hockey is all that matter." In fact, it's the exact opposite. They recognized that hockey takes care of itself, and all of non-professional athletes needed some financial backing to keep them competitive.
This #wearewinter slogan is new this year I think, but I can't think of a reason to get bent out of shape about it....unless someone's team lost yesterday, and lost in the Iron Bowl, and he lives somewhere that he really doesn't like (as evidenced by his constant jabbing against said location).
Like NBC says....the more you know.
