While Britain is not falling over sporting champions, when one does come along we seem to go off them pretty quick or in the case of Lewis Hamilton, not think much of him in the first place.
I would assume that Hamilton and his achievement of becoming the first British racing driver in over 40 years to win the Formula One drivers Championship twice has been greeted with lukewarm appreciation by the British public is because he comes across as a bit of an arrogant tosser.
As if arrogance is not enough of a red line to the British, include the fact that as soon as he began making some serious money he turned tax exile in Monaco and he not only crossed the line, he vaulted it so it isn't surprising that the British public has not taken Hamilton to heart.
Something the British can't stand is a show off and Hamilton with his sparkling diamond earring, pop star girlfriend and red carpet lifestyle almost guarantees that Hamilton will not be picking up any Sports Personality of The Year Awards when they are handed out next month.
Stirling Moss touched on the subject the day after Hamilton's triumph when he said 'He’s whatever you call those superstars. And that’s not really the way we English go. We’re more reserved.'
Hamilton may well get the recognition for being the best in his sport, even one as boring as F1, but it is unlikely that he will ever gain national acceptance until he does things the 'British' way, whatever that is.