That's why Danny Boyle did such a good job. If the British media had been in charge of the ceremony in could have very easily been a cringeworthy ordeal featuring a cast of z-list celebrities dancing about. The inclusion of Tim Berners-Lee and the NHS section were excellent ideas.
Refuse collection is worthy and widespread but not really something the UK leads in I feel nor would it likely provide the visuals the designer was aiming for ...
I know the NHS is a huge sacred cow and is fetishised here in the UK, but I'm not sure the rest of the world would care how we pay our doctors and nurses.