Why does NBC market the Olympics "LIVE" in the West Coast?

Since it's tape delayed 3 hours for the West Coast..why do they insist on pushing the "LIVE" branding..not even a disclamer? Aren't they supposed to put have a little disclaimer saying "taped earlier" like what they do on SNL? At no point during the broadcast do they mention that it's tape delayed which says a lot about the integrity of NBC. Do they think since they're in China they might as well manipulate and twist information?