Oh yeah don't kid yourself into thinking nobody cares about this tournament except Canadians:
TV ratings in Finland:
Belarus vs Finland - 1 389 000 unique viewers, 701 000 average
Finland vs Canada - 1 132 000 viewers average
Finland vs Sweden - 1.26M viewers on average, topped at 1.75M.
USA-RUS: on average 897k, topped at 1.2M.
In comparison:
Canada vs. U.S.A., Saturday, TSN: 2,594,000 viewers average
Good ratings for a country with only 1/7th the population of Canada.