My cousin, who happens to be in London right now, said that a lot of Americans would be intrigued by the London because of our ties to the U.K. I certainly buy that, but China was supposed to be this big mysterious nation no one was familiar with. That's why their Opening Ceremony was hyped as such a mega-event whereas London's was more just an Olympics Opening Ceremony. Let alone that you had something of a rivalry going on last time, the U.S. versus China. A lot of people have said the Olympics lost their punch a little after the cold war because the United States no longer had a heated rival in the Soviets. Yes, the trials coverage in the lead-up was a big help. They have a cable sports network they didn't have 4 years ago that they've been building up for months now. Probably didn't hurt matters they had this year's Super Bowl. That all said though, you're talking about live from Beijing versus taped for London. Phelps going for 8 medals versus Phelps having scaled back his program. Usain Bolt a 2nd time after a 1st performance that he literally can't top. It goes both ways. You're absolutely right there's a lot of factors. But the predictions were all that a taped London Olympics couldn't top a live Beijing Olympics, because that should have been the biggest factor of all. Yet here we are. And for people to say that NBC hasn't had anything to do with the increase in viewers I think is an unfair assessment.