I'm in the States, and F1 though popular in many respects isn't even covered as a sport at all in the news. But that pretty much goes for any type of motor racing here, at least in the northeast.
Had to get that out there. As far as Hamilton goes, hes a very good driver, great some might say, and back in the "good old days" being indifferent to the crowd was accepted. Not now with every sort of sponsership and logo on your car, They want you to be a personality, and they want you out there, especially with the new push for F1 to be more for the masses.
I'm going to pick on him though for the kids and teens who look up to him, and wanted to at least see him closeup, for them this was a big deal, a very big deal, and plain and simple he disappointed them. He's a great driver, but PR means a lot these days, and he needs to remember that.