I don't think anyone (or many at least) are arguing that NBC shouldn't be able to make any money off of the olympics. But, really, how shitty is it that the only ways to watch the olympics is to pay out of your ass or do things that aren't totally legal. And we aren't talking about some latest blockbuster, or NBC's sole source of income, this is watching our nation competing in the most popular international games. The BBC offers the games online because they are being subsidized by their gov't right? And why would the gov't subsidize that? Because most people that is the right thing to do, and they're willing to pay the taxes to support it.
Anyway, the core of your argument seems to be that it is okay for a company to do what it can to make money but even ignoring legal/illegal activities, companies are supposed to provide value and people are supposed to give them money for that exchange of value. This is a company milking money because they can. This isn't price gauging; this isn't stores in flooded areas selling doubly marked-up bottles of water and flashlights. In those cases there is a real cost and shortage of those goods. In this case the olympics could be put on the internet for pocket change (relative to gov't or NBC spending).
And what about this "exclusive content" defense? The line is fuzzy for sure but surely it exists somewhere separating what kind of content companies should be allowed to have exclusive rights over. Moon landings? Presidential addresses? Presidential debates? Emergency alerts? Emergency news? Weather?
Money isn't bad. But abusive monopolization is.
(the critics at 4chan must be on to something when this blind loyalty to raw capitalism and wannabe entrepreneurship gets 2nd in this thread)