Editor and Publisher reports that the Beijing Olympics are the fourth most-watched Olympics in history.

And although I've really enjoyed much of what I've watched (which has been a lot), NBC has let me down with its soccer coverage.

First, the soccer- and basketball-specific channels were only broadcasted in HD, which borders on classism.

Then, in the middle of the biggest game of the games in any team sport, MSNBC missed Argentina's second goal against Brazil because it had cut to a huge bank of commericals. Just inexcuseable.

Instead of two goals in four minutes for Sergio Aguero, one of the top young players in the world, we get Chevy, "College" movie, Arby's, Walmart and AT&T.

EPLTalk agrees with me.

• "Watching Brazil against Argentina in the semi-final of the Olympic games this morning, I felt like I was in a timewarp back to the late 1980's. That's because NBC, in their infinite stupidity, are breaking for TV commercials in the middle of the game."

As does NYTimes.com's Andrew Das:

• "72 I can't believe MSNBC was in commercial for the second goal. Did they miss Brazil's nullified goal, too? Geez. Cover the game or don't."

If you're going to have corporate sponsors ensuring "limited commercial interruption," why not exchange that peacock logo in the upper right corner for the logo of a corporate sponsor once in a while to make sure we don't miss the key moment of the key match?

That's what happened Tuesday.