The trouble with "LIVE"

NBC Universal is under some scrutiny for their Olympic coverage. Namely, it's use of the "LIVE" bug on screen. For the east coast feed, NBC slaps the word "LIVE" on-screen. And for the Mountain and Pacific time zone repeats, NBC keeps the word "LIVE" on-screen, even though it is not live.

NBC says there is nothing they can do to remove the word "LIVE" from the screen. Which, with all due respect to those in Master Control, but two of their networks, CNBC and MSNBC, have "LIVE" bugs for some programs, but can remove them with ease for later repeats. CNN and FOX News can do that, too.

So how come NBC does not do that for the Olympics, especially when they have the technology? I have nothing against the Rockefeller-based network. I really don't. But I, along with many others, find this absolutely baffling.