When NBC got the bids for the Olympics, there was a limited way to broadcast them: broadcast TV and cable channels. Now they are playing catch up with new technology, but they have to find a way to do it and generate the revenue they paid into it. Live streaming is great, but it doesn't pay the bills the way commercials do. And ratings are probably best for NBC broadcast, so they have to try to package the best possible events that are going to generate eyes on the TV. So, hopefully they will take their live streaming data, comments and ratings of all channels and events and run the "best" events where people are going to watch them and package them in the best way.