From Streaming Media: "NBCUniversal will stream every event in every sport of the 2012 London Olympics. But if you want to watch online, you'd better be a cable, satellite, or telco subscriber." http://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=83438&PageNum=1 "Judging by the NBCOlympics.com subscriber access requirement, NBCUniversal is using the 2012 London Olympics to push viewers to its many television properties. The vast majority of these properties are only available on cable, satellite, and telco carriers." No real surprise but at least somebody said it. The article also speaks to control of internet streaming for these kinds of products. I think trend will continue and even the PC will be cut off from programming that was previously enjoyed for free.