2010 Winter Olympics + IOC + social media = interesting battles
The IOC is well known for its relentless control over everything relating to the Olympics. After all, it makes its money by selling sponsorship and broadcasting/reporting rights. That attempt to control runs headlong into the expectations and desires of athletes and fans to participate in the Olympics. Witness this post on boing boing, reporting that the IOC has sent a takedown notice to someone who posted a photo on flickr of the exterior of the Beijing water cube.
The commenter states: I hope that the IOC is aware that it's about to show up in one of the most media-savvy towns in the world, and that trying to stop private citizens from posting "unauthorized" photos will be nothing short of a fool's errand.