@pamelasaulsby Should be Opening Ceremony this morning but #NBCfail has arranged it so that US resident can't stream/watch live. #olympics — Jeremy (@JeremytheCamel) February 7, 2014

As if we needed a reason for the #NBCFail hashtag to make a comeback. But here we are.

I guess it's time to bring back the #NBCFail hashtag. #Olympics2014 — Eric Near (@ericnear) February 7, 2014

So the opening ceremonies are on at 11am ET but NBC is choosing to tape delay til 730pm. Yeah that makes PERFECT sense. #NBCFail #SochiFail — michael (@Phi506) February 7, 2014

NBC be like, the opening ceremonies are on this morning. Nah, no one watches that so we don't have to show that live. #NBCFail — Mike McPhee (@ManCaveMMA) February 7, 2014

The opening ceremony of the Sochi Winter Olympics kicks off at 11 a.m. ET, but NBC is skipping the live stream for American viewers and will run a packaged broadcast at 7:30 p.m. ET on Friday. Because you need context or something.

Mark Lazarus, chairman of NBC Sports Group, said, “We want to put context to it, with the full pageantry it deserves.” So tape delay it is.

“We are looking to maximize the viewing experience for our audience,” said Lazarus, noting that NBCU was likely to “put snippets of it out throughout the day” for people curious about the proceedings. NBCU’s decision to air every athletic contest live ends a longstanding company practice of saving much of the best stuff of the Olympics for broadcast on the company’s flagship network during primetime.

More from Mashable:

NBC Universal executives explained that streaming the grandiose ceremony so early in the day (U.S. viewers on the East Coast would have seen it at 11 a.m.) would be both confusing and underwhelming.

The Verge asks, “Will #NBCFail trend once again?”

https://twitter.com/__meggles/status/431789865055686656

Chances are good.

Just in case anyone thought anything ever changes: NBC is showing the opening ceremonies on tape delay. #nbcfail lives! — Shannon McKarney (@zchamu) February 7, 2014

https://twitter.com/mghutty/status/431804087219523584

Very disappointed that NBC has decided not to air the opening ceremony live. #nbcolympics #NBCFail #todayshow — Patty De Alba (@patydealbax) February 7, 2014

Opening Ceremony will be seen live across the globe except in the US, where it will be tape delayed & probably not shown in full. #NBCFail — joe (@_Joe_Blow_) February 7, 2014

https://twitter.com/JoseAnd911World/status/431768280182054912

#NBCFail is forcing americans to find illegal ways to watch the opening ceremonies online like usual — MiraCristine (@MiraCristine) February 7, 2014

https://twitter.com/MatthewAltamura/status/431787844965642241

https://twitter.com/MattCrandall444/status/431800258591744000

@nbc is a piece of shit.. every Olympics the events are tape delayed and they refuse to show anything live.. Fuck your whole production team — Jeff Tyree ⚾ (@TheRealJTfor3) February 7, 2014

Can't wait for the @NBCOlympics hate this year. It will start in about 5 hours. Fuck you, NBC for not streaming the opening ceremonies live. — Brandon . (@MunsterDeLag) February 7, 2014

Once again, no live broadcast nor live stream provided by @nbc of the opening ceremony. #fail #Sochi2014 — Marco Tornow (@tornow) February 7, 2014

Fuck u @nbc I'm watching the Olympics on a Canadian channel live. — Zombie Fucito (@ZombieFucito) February 7, 2014

@nbc it's truly sad we can't watch the Olympics live so you can try to boost your ratings — P K (@Kestner01) February 7, 2014

People don't care about the Olympics because it's 2014 we can't watch the opening ceremony live in the US. Cool, @NBChttp://t.co/WLj6yozOKK — Jason Digos Jr. (@JDigos24) February 7, 2014

I feel like hashtags and pirated BBC live feeds should make #nbc rue the day they decided not to live stream the #OpeningCeremony — caroline (@carolinepilgrim) February 7, 2014

Evergreen tweet:

https://twitter.com/mouseymcglynn/status/431792852100599808