I would actually WATCH their network if they played the sports. They could get advertising dollars around good matches, and then play a highlights reel/commentary in the primetime for more ad money and viewers. I'd certainly watch both; the early 'live' races and the late highlight reel (because I would miss some events and to see how the US did overall, as well as get commentary and stories). That's completely different than turning the channel on and seeing the slow buildup/speculation about the 'upcoming' race, despite already knowing the outcome.
That's a side issue, though. What's worst is that they advertise live streaming online, but the website is bloated and nearly unusable. I had to try 2 different computers with 3 browsers each before I got it to work (and they were fast computers too), and it still took ages to load, then was laggy. The action would freeze and then fast forward. Try watching the gymnasts' routines at doublespeed...it's nearly impossible to see what's happening! Their website was so glitched out that the captcha on the 'complaints' page didn't show, so you can't even leave feedback.
Also, their TV schedule is often incorrectly labeled/advertised, so it's hard to find something specific that you want to watch.
I'm not against a TV company making money...I just wish there was a way to ensure that they also provide good coverage, because we don't have any other option for these events.