The worst moment for me this Wimbledon was undoubtedly watching Roger Federer lose to Stergiy Stakhovsky on Centre Court. Even in losing, however, Federer played some sublime tennis which is why he is by far the most popular tennis star on the planet. But Wimbledon is about more than one player, where more than anywhere else, popular distractions like drinking Pimms, eating strawberries and cream, a respect for history and traditions play an integral role.