…The film director Stephen Spielberg’s decision to terminate his involvement with the Beijing Olympics because of the Chinese obstruction of peace efforts in Darfur has had other foreign sponsors shifting uncomfortably in their seats. How much is their conscience worth?...While [sponsors] stand to make big gains, there are also potential pitfalls. With ethical responsibility now a huge part of business in the West, being linked to a country like China could be damaging. But could taking a stand be even more costly?...In statements today from some of the key sponsors, the message was pretty unanimous – they want to promote the ability of the games to bring people together, and leave the politics to others…[refers to Volkswagen, Kodak, Coca-Cola, adidas, McDonald’s]