I find the ad campaign they just started to be pretty funny. "Which country owns hockey" and then fans and players from each country claim it's their homeland. If there was one international tournament where that campaign doesn't work, it's this one.
I'm sure the whole reason for going that direction was because they know how silly and money driven the format is and that while it's a fun idea with lots of great players, there won't be much sentiment from fans towards any particular teams. It's more of a "I'll watch some great hockey" tournament.