I still like the Olympics, in particular the winter Olympics, but I totally hate the way it's covered. All too frequent MUCH LOUDER THAN THE PROGRAM commercial breaks, schizophrenic jumping between events, and all the inane human interest stories. Ideally, I would rather they showed one event at a time ( with each time slot known in advance so I don't have to sit through events I have little interest in ), minimal human interest stories, and few or no commercial breaks. To me it would reflect more highly on the sponsor if they simply had an occasional banner flashed at the bottom of the screen, or perhaps simply said this coverage bought to you by so and so at the beginning and end of the program. I'm not sure the lengthy commercials really serve any purpose. Most people use them for bathroom or snack breaks. I've long made it a point NOT to buy the products of companies who choose to interrupt my TV programs. Besides, 99% of the products I see advertised are already well known, established brands. It's not like people aren't already aware these products exist. Do we really need 10 45 second spots hawking, for example, Coke?