Just competing in the Olympics is a victory in itself, so why do the medal winners get all the glory?
Gold, silver, bronze all get a prize, but finish fourth and you go home with nothing.
So Dave Mitchell is setting out to change that.
From his tiny bookstore in Derbyshire, England, Mitchell was reading up on Olympic history when he got to thinking: Why stop at bronze?
"I just think stopping at three is, nowadays, too soon, too early," he said. "[Fourth place finishers] are not really...Full Story