Lewis lacks the X-Factor?

I thought I was alone in not giving a flying one about Lewis Hamilton's Formula One world title victory, but reading an article in The Times today it explored the lack of response from his home-town of Stevenage. No flags, no bunting, no open-topped celebration:

It's not like he's won X-Factor or something..." says Jo, a Stevenage-raised mum of two. "But really. If he had they'd have had a massive party here. It seems a bit low key.

Despite his media handlers and corporate sponsors seizing the opportunity, I wonder how ready the British public are ready fully to embrace UK Tax exile Lewis Hamilton as their next sporting hero?