IBike makes a number of products for cyclists that measure, rather than estimate, various cycling data. IBike offers iPhone- and iPod-based software apps (iBike Dash, shown here) and discrete power meter devices under the iBike Newton brand.
I agree, Rob. There's been a gigantic technology change in sports broadcasting. I can't even remember what it was like to watch a fotball game without stopping for a review. Of course, the networks love the review because they can insert a commercial or two while the refs are looking at the replay.