I think the olympics are becoming more and more important. The players realize they probably only get 2 or 3 shots at it in their career, and that we are talking about the biggest sports event on the planet. Just look at the reactions from Rafa and Novak in the video below, or look at Federinka when they took the gold in doubles. The olympics is the first tournament you'd want to win after the 4 slams.
Just a little teaser, now that was a fast hardcourt