Agreed. The mass market doesn't care about sound quality (I'm looking at you cassette and 8-track tapes).
There is a link to another blog post about BBC coverage of the World Cup which is referenced in the story. That article is all about semantic web and rdf (even has diagrams and stuff). My guess is that the new sports page is another implementation of the same CMS framework. http://www.bbc.co.uk/blogs/bbcinternet/2010/07/bbc_world_cup_2010_dynamic_sem.html