In the far off year of 2014, the Olympics might leave their home at NBC and arrive at ESPN. But for the next four years, through 2012, Jeff Zucker's network has the exclusive broadcast rights. And the possibility of them changing hands is a big maybe — IOC officials are beyond pleased with the ratings records NBC Universal's slate of networks captured, which means you can expect their fees to increase from 2008's $894 million.

Will EPSN have the cash? Perhaps. Parent Disney has the bucks to have a seat at the table, and the media giant has its own roster of channels, including ABC, ABC Family, SoapNet, The Disney Channel, and ESPN's endless spin-offs, to rack up new programming hour records.

But none of that really explains why ESPN decided to run this ad in the New York Times and USA Today. Though it doesn't mention NBC, it certainly congratulates the competition on a job well done, turning Michael Phelps' swim meets into a national obsession.

So here's to self deprecation. And the mystery behind it.