It's The Michael Phelps Olympics

Remember that old Seinfeld episode when the guy playing Yankees owner George Steinbrenner thought George Costanza was dead and showed up at his parents' house to deliver the bad news.
George's parents were broken up by the news but then his dad, Frank, fought back his tears and blurted out: "What the hell did you trade Jay Buhner for?"
(bear with me here, folks, I'm trying to make an Olympic point. Really, I am).
"My baseball people loved Ken Phelps' bat," Steinbrenner responded. "They kept saying 'Ken Phelps, Ken Phelps.' "
So it appears to be, in a manner of speaking, with the American media covering the Beijing Games.
They just keep saying 'Michael Phelps, Michael Phelps.' Over and over again.
As this cbc.ca story points out, it's literally been all Phelps, all the time for them. NBC, for sure, can't get enough of the guy who's won five swimming golds in Beijing and goes for No. 6 tonight, with a record-breaking eighth in sight by Saturday (and do you still wonder why the Peacock Network lobbied so hard for the swim times to air in prime time in the U.S.?).
NBC's ratings are headed toward all-time best levels in Beijing. The network reported today it has sold $10 million US more in ads since Monday (they've long surpassed the $1 billion mark in total for these Games).
On ESPN Radio the other day, they were all but crowning him the world's greatest athlete (which begged the question: Wasn't he this good last year, when the Olympics weren't on and you weren't paying attention?).
We've heard all about his 12,000 calorie-a-day diet (you don't want to know). There are more than 300 Facebook groups devoted to the swimmer, who has more than 4,600 'friends' on the social network.
And on and on it goes.
Then again, everyone (and NBC in particular) has got to ride this gravy train for as long as it lasts. Swimming ends on Saturday. And there's no comparable golden boy to even come close to matching Phelps on the horizon.
Wonder what they all can come up with to keep him in the headlines for another week?
You know they're thinking about it. How could they not be?
He's gold, Jerry, gold!