Despite how many people on this site and sites like it don't have some kind of cable or satellite service... we're a pretty small minority.
Especially when it comes to the group of people interested in watching sports, where live is king, and the online options
suck unless you live out of your teams' TV markets. I'm not surprised they're not going out of their way to cater to us.
For all the "the model no longer works" comments: what's the proof? The number of people I know complaining about the model is dwarfed by the number of people I know who have cable and have been watching stuff on both TV and online all day long.
I've seen a lot of legitimate complaints about how they're handling the time shifting stuff (which, surprisingly to me, has mostly been along the lines of "it's too easy to find out what happened" instead of complaining about the time shifting in the first place), but I don't see a big hole in their delivery system. They don't want to give people less reason to have cable -- and for all the money they could possibly make broadcasting the Olympics for-pay to non-cable subscribers, that's just a couple weeks every couple of years. The real win for them is if you still want to maintain a cable subscription.