Sports-loving Australians have had a hard week. Controversially knocked out of the World Cup, they were then subjected to a spluttering anti-antipodean rant by China's soccer commentator, Huang Jianxiang.
Just when the Aussies thought it couldn't get any worse - plop - into the deep end bombs huge American TV network NBC to demand the 2008 swimming finals be held in the mornings to suit US prime-time audiences and its Olympic sponsors and advertisers.
The request to change one of the most glamourous competitions to suit American viewing habits has caused more than ripples.
Swimming Australia and Channel 7, which holds theAustralian TV rights to the games, fired off letters to the numerous Olympic and swimming governing bodies opposing NBC's demand. European TV companies vented their anger, too, saying any changes would be far too early to beam pictures and adverts to their viewers eating breakfast. Moreover, all were united in claiming such a decision to back-flip from the morning to the afternoon for the swimming finals would upset competitors, who experts claim, reach their physical peak at nightfall.
'Fact,' they chimed. 'It's a proven scientific fact we swim better at night,' Australian world champion swimmer Libby Lenton told Australian media. 'If [the NBC request] happens, it's going to be pretty ridiculous because it's like the Olympics are selling out to the highest bidder. I don't want to be rude or anything, but to be honest it is arrogance.'
American corporate TV arrogant? A bit harsh, you might think. Few people - let alone profit-driven US TV networks -might be aware the pm is preferred to the am for a competitive plunge in the pool. If you thought an early morning dip was the only way to wake up and dive into the day, then think again.