This Olympics, U.S. snowboarders have competed while listening to the personal music device, and skiers, speed skaters and other Olympians from all over the world have been observed listening raptly during practice and before competing.
All of which makes for great press.
"One of the lasting images of these games is going to be these snowboarders with their iPods," said Abraham Madkour, executive editor of SportsBusiness Journal, a trade magazine that covers the sports industry. "It's the perfect form of subconscious marketing." - Abigail Tucker, The Baltimore Sun; Photograph by A.P.