We fall in that category...very fast Internet connection and no cable/sat TV, just a big antenna on the roof. I WOULD have paid something...even $50 or $100 to stream the Olympics online without having to subscribe to pay TV. Don't know exactly how many others like me there are out there, or how much they'd have paid, but I'll be it's enough to make a few extra bucks...Velvet being another potential customer .
I think they are using the Olympics coverage as a last ditch effort to convince a few households to go back over to the pay TV "dark side"...it would be interesting to see if it had any effect, kind of doubt it, most people who've cut cable or never subscribed to it are pretty committed to their decision if they are anything like me (bet they are, if they are bucking the system . This is about the ONLY thing I've wanted to watch, available with cable, that I don't have another way of watching legally, and it's not compelling enough to sell my soul to the cable company for a minimum 1-2 year contract.
Things are changing and the writing is on the wall for the cable/satellite TV providers, they'd better come up with another way to make money or they'll find themselves marginalized. Broadband and streaming are the way things are going.