Well the IOC makes an enormous amount of money that has to come from somewhere. That is a reflection of the demand. Tickets are extremely expensive and the deal

Well the IOC makes an enormous amount of money that has to come from somewhere. That is a reflection of the demand. Tickets are extremely expensive and the deals for live broadcast also involve huge amounts of money, which broadcasters wouldn't pay if they didn't think many would watch. The point of this article is simply that a bigger fraction of that money should go to the athletes. They are prevented in various ways from bargaining collectively.