They don't see them as a good investment! They seem them as a perfect way to clean up their cash. They have already stated they are in it for "business only".
I got £126 worth from an exposure of £600 so pretty pleased. That's two events from the opening ceremony, athletics, swimming, volleyball and gymnastics.
There will be 2nd chance sales soon enough, and a ticketing exchange set up once people realise they don't want to go to the Weightlifting anymore. Tickets will be easy enough to come by espicially for some of the "sports" nobody else is interested in.
I can't imagine the 800m heats on a Wednesday morning for example are going to sell out, there will be plenty of tickets available nearer the time i'd think. They are already talking about second sales anyway.