It seems to me that you are the one being the most subjective, using your own opinion as if it is fact.
It is easy to look up the numbers if you don't believe me.
First, even though Direct has bout 18 million subs, they still account for a very small percentage of all Olympic viewers.
Second, of those with Direct, less than 50% of their subs get DVR and/OR HD service; which means much less than 50% subscribe to HD.
Third, one does not have to look up the fact that Hockey is the least popular of our 4 major sports and Hockey is not as popular in the Olympics as other sports such as figure skating.
Fourth, most of the Olympic viewers turn to NBC and not MSNBC or the other affiliates showing the events. Look this up too if you don't believe me
Fifth, MSNBC's ratings are pretty much in the toilet. This too is easy to look up if you choose. Direct is not going to add a channel with very low ratings because of an event that happens once every couple of years. Perhaps after D12 is launched?
Besides, most sports fans don't care for the Olympics as much as they do about the sports they follow everyday. Just listen to sports talk radio. On the rare occasion they do mention the Olympics, it is usually derogatory. Or look at the demographic ratings of the Olympics compared to other sports.