NBC is getting a ton of heat for not showing many of the premium sporting events in The Olympics live for the American audience. Given what they paid, it’s understandable that they want to maximize prime time viewership, and NBC’s defenders are quick to point out the record rating for these Olympics.

But the NBC strategy was seriously flawed for the 100 meter final featuring the fastest human Usain Bolt. The race took place live at around 4:30 PM EST on Sunday. Since when is a Sunday afternoon a bad time to show a premium sporting event? People all around the country would have made time on a Sunday afternoon to take in this epic final. I understand NBC’s general strategy, but this decision is an epic fail.