[Cas Beep Beep Im A Jeep]

[pTK]

because they give the most money?

Because it's fast food, and most of the Olympics is about being the fastest! Citius! duh.
BTW Picard isn't dumb enough to ask that question. In that SS he's reciting Shakespeare as he pretends to be in love with Deanna's mother... some plot to get her away from some aliens holding her captive.

[Eternal]

Because they're lovin' it.