You're looking at the best piece of schwag ever doled out. Canon took the iconic shape of its 70-to-200mm L-series white lens and fabricated that into an insulated coffee cup. Too bad you had to be at the Olympic press center in Vancouver to get one for free — Canon bestowed them upon all members of the press corps who wanted one.
Good thinking, Canon! Working the Olympics is a cold proposition, and you gave everyone a chance to keep their beverages warm while literally embracing your product. In the meantime, the company's created a collector's item. Canon, hand these out somewhere else. Attention other schwagmeisters: Canon PR people got it right this time. Copy them.