I think Lynk and FT are a bit wide if the mark.
Saying that the celebrations are ott is wrong imo, even without going into the whole if you're not first you're nothing debate etc, simply because of the weight of expectation that has been placed upon him.
In Beijing he became pretty much a household name by competing in the Olympics when he was 14, then going on to become World Champion against the odds when he was 15(!) From that point onwards any time he was mentioned, London 2012 was mentioned in the same breath.
I understand the point about him being photogenic, and its probably true that he wouldn't be as famous if he was ugly as sin, but the fact that he has been talked about and pictured in the newspapers for the last couple of years has been a hindrance more than anything. Maybe not financially, but on his chances in these Olympics. I mean you just had to look at the Opening Ceremony; I lost count the amount of times the camera cut to him, despite there being far more assured medal chances. It's not his fault he's a good looking kid!
In short, the celebrations are justified because even though it's "just a bronze", he's been working for this for four years, enduring immense pressure, none of which he asked for, and that's without mentioning the personal problems he's reported to have endured.
Ok, that might count as mentioning them...the point is I'm pleased for him, and I don't even consider myself British!