Watch the head fakes. Murdoch made headlines at an investment conference this week in saying Fox hadn't "thought" about bidding on the two-event TV package that might go for $2.5 billion.

Odd. In June 2008, Fox Sports Chairman David Hill said Fox was "absolutely, keenly interested" in bidding and, with the 2014 Games in Russia, he added: "I'm a huge fan of caviar — on Russian blintzes; it's fabulous."

But consider how this drill usually works. Sometimes networks do feign enthusiasm for sports they don't want. Can't hurt if it makes rival networks think they have to bid high and end up spending more.

And networks often say they have little interest in events they really want — too pricey, is the common complaint — in the same way homebuyers who've found their dream houses don't announce it to sellers. Murdoch suggests "no one's ever made any money" out of Olympic TV, but networks must see something worthwhile. The increase from the first U.S. TV Winter Games rights fee — $50,000 in 1960 — to what NBC paid for the 2010 Games — $820 million — is 16,399%.

No wonder Murdoch added Fox might end up seeing the Olympics as "tempting." But don't hold him to it.