I realize beach volleyball is the worst, but a lot of the marketing around this years games seems to revolve around how hot the athletes are. Plenty of beefcake/cheesecake shots to go around in several sports for both men and women.
There was also a "11 reasons to watch the World Cup" montage that made the rounds in 2010. It was studly shots of 11 studly soccer players.
The point of the article is not that the beach volleyball players are hot, but that so many of the photos have been taken to actually crop off their heads! It just brings them down to nothing but body parts. All the other athletes may have great bodies (duh) and have some revealing angles, but they also have heads/faces.