On NBC Sports chief Dick Ebersol's list of musts heading into the 2008 Beijing Olympics: 1) Get China to move its Olympics bid date four weeks up so it wouldn't compete with fall sports, TV premieres, and children having to be in school; 2) Get Michael Phelps and other star athletes on board with competing in primetime; and 3) Get Phelps to shill for NBC's entire Olympics marketing strategy, which he did, supposedly, for $0. Congrats, Ebersol, you went 3-for-3. [NYT]