I think they make it more popular to a degree on TV, not much, but certainly a bit. Here in Vancouver, though, it makes a HUGE different. You can host it in a tiny little city, but you wont get massive crowds in the streets.
President of the IOC said these are biggest crowds since Sidney 2000, and they are comparable to that - if not bigger. And yes, Sidney 2000 was summer games!
Anyways, I think the bigger the city, the better. Hopefully the next one is hosted on somewhere bigger and colder than Russia.
Sydney. With a y.