Netflix Loves The Olympics

Using only anecdotal evidence (my Netflix viewing habits) I am guessing that Netflix is saving a boatload of money on postage right now, as people are watching the Olympics and not churning through mail order blu-ray discs, and I am wondering if there is some way to take advantage of this in the market and if some clever investor capitalized on the world's love of Olympic Sport (and people really do love Olympic Sport, you can even cajole people into watching synchronized diving, as long as there's the Olympic stamp of approval).