I recall when Volley De Playa was introduced as an Olympic sport back in '96. Everyone was mocking the IOC and it was barely covered (ahem) on television.
Now its all over the primetime slots, on the primetime affiliate.
I enjoy women's beach volleyball. It's nice to see a women's sport that doesn't try to be exactly like the men and actually embraces its feminity. It's an attribute totally lost these days, as guys go metrosexual and women go butch. And I go dutch.
It would be cool to see NBC separate the coverage into different markets. Like, beach volleyball gets beamed into homes in California, field hockey into Minnesota, and doping into New York.