Usain Bolt retained his 100 metres Olympics title, but American broadcaster NBC did not show the London 2012 blue ribbon race live for its audience.
While spectators inside the stadium revelled in the privilege of watching the world's fastest man win gold, Stateside, the event would be watched on a time delay.
The extraordinary decision, especially given the surge of social networking sites such as Twitter and Facebook, has baffled many.
Reportedly, NBC paid $1bn for rights to broadcast the Olympics, however this is the third notable mishap by the commercial broadcasting television network at these Games
NBC did not show portions of the Danny Boyle-directed opening ceremony live either. When tribute was paid to the victims of the 7/7 terrorist attacks, NBC did not show it because it "wasn't tailored to a US audience".
And in London when interviewing tourists outside Buckingham Palace, reporters failed to notice former champion boxer, Evander Holyfield.