An estimated two billion people around the world saw Jamaica's Usain Bolt thrash his rivals to win gold in the men's 100m final on Sunday - but none of them were in America, as NBC declined to broadcast the historic moment live.
Bolt sailed through the semifinals in London this afternoon and upheld his title as the world's fastest man at 9:50pm English time, and would have gone out in America at 4:50pm EDT.
But NBC took the controversial decision to hold off broadcasting the hugely popular event until prime time, leaving millions of track and field fans outraged.
Fastest man: Americans were not able to watch Jamaica's Usain Bolt, right, thrash his rivals in the 100m finals live
Head and shoulders above: Bolt annihilated the opposition to defend his title
American fans desperate to see the 25-year-old set the track on fire again, four years after his superb performance in Beijing, took to Twitter to vent their anger, using the hashtag #NBCfails.
'How can NBC be so inept? How many senior execs will be canned? How high will the cleaning go? It'll probably be delayed,' one user tweeted.
Another wrote: 'Thank you NBC for showing Bolt winning the 100 meter finals instead of woman vollyball (sic) and horses. wait you didn't.'
'Would have been nice if NBC chose to broadcast it live. NBC really values its audience,' a fellow track fan tweeted.
In an Olympic record time of 9.63 seconds, Bolt sensationally defended his coveted title as the fastest man on the planet.
A global TV audience estimated at up to two billion, watched the 25 year-old Jamaican retain his 100metre sprint crown but Americans weren't among them.
Strides ahead: Bolt, centre, upheld his title in the 100m dash this afternoon
Celebrating: Usain Bolt, pictured, celebrates after winning the men's 100m final
Bolt beat his own Olympic record by running a lightning 9.63secs in front of the 80,000 baying viewers inside the Olympic Park stadium.
His compatriot and training partner Yohan Blake was in second place, and Justin Gaitlin of the USA taking the bronze - even if his countrymen weren't able to watch him race live.
Great Britain had no representatives in the biggest event of the Games, as Adam Gemili narrowly failed to qualify as one of the fastest losers in his semi-final.
If it was shown live, it would have been broadcast in the late afternoon or early evening in the States.