It's the first time they've had it. There isn't turn-by-turn on the iPhone currently. But if they have issues finding addresses in general how good can the turn-by-turn really be?
If you have a proxy to connect to in Asia, India, or Africa (easy to find) you can watch the live stream on http://www.youtube.com/olympic. Simple clean interface with schedule and easy stream selection for the current events happening. It's also commercial free as well as being up to 1080p. You can even change the language of the broadcast.
Agreed, put your resources toward a much better user experience as opposed to preventing people from accessing your content.
DRM is something you have to constantly bandaid as people break it, and it's always broken quicker than you can push out fixes for the most part, so it's just futile.