Maybe a better solution than trying to get the general public to shift appreciation to the next higher levels--emotional and intellectual--would be to start a new Olympics *style* event, but with a different name, a different set of contests, and a focus on the intellectual (or emotional) level instead of the physical level. Along with chess, there might be a 4-D mind-controlled competitive video game, a theorem proving contest, and who knows what else.
It already exists. It is called the "World Mind Sport Games" and it takes place every four years.

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