Do you have any source for that at all? That seems like complete lunacy in a business sense. How on earth would they make any money giving away so much gear. I can understand them wanting to gain market share in this segment to create a positive brand image (Canon did this very well with white lenses) but giving gear away is just madness.
Actually,if the story is true, it sounds like good business practice to me....
The amount of "free" advertising that is to be gained from an event like the Olympics dwarfs the cost of a few (albeit expensive) camera lenses. Why do you think VAG (Volkswagen Audi) "lends", and by that I essentially mean
gives, cars to the British royal family? It's the same thing, it's all about media exposure.
If the pro togs/royal family are seen using, and therefore endorsing, a particular brand then it sends over a message to the
hoi polloi viewing public, - not,"
oh, look these cameras/cars must have been free ", but rather "
oh,look, there is someone in at the top of their game/in a position of respect (pushing it a bit in the case of the royals I know, but bear with me

)
who could use any brand they wanted and have chosen 'Brand X', therefore it must be the best available."
It's all about brand exposure, I mean you don't really buy all that nonsense about Canon L glass being white to help keep the glass cool in extreme heat do you? In realilty it's white so that it is readily identifiable to a target market, in this case you and I, wherever press 'togs gather.
So, to recap, a relatively small amount of money invested in getting your brand/product exposed to a worldwide audience will, in theory, repay itself many,many times over.
Thus endeth
Marketing 101 