This is the answer.
How many of you throwing stones in this thread does pro bono work in your field of expertise for for free while the people in charge make millions off your free labor in the name of patriotism and country pride.
Since the Olympics is all about Patriotism, why doesn't NBC donate all their advertising profits to helping veterans. Since one commits suicide every hour and all. It's just another commercialized sporting event, nothing more. It's just a better hustle because you don't have to pay the labor.