Phelps makes Olympic history

American swimmer Michael Phelps' legend grew longer Wednesday, becoming the most successful Olympian of all time with his 10th and 11th gold medals.

Phelps broke his own world record in the 200m butterfly, then won in the 200m freestyle relay, breaking his tie with Mark Spitz and Carl Lewis, who had won nine.

The 23-year-old is five-for-five in world records, but all eyes are on whether he can top Spitz' single Olympic tally of seven golds set in Munich in 1972.

The Phelps phenomenon is dominating headlines in the Beijing Games first week, as well as making the biggest splash online.

The American is the most discussed of 50 high profile athletes online message boards, according to market researcher Nielsen.

Swimmers led in overall e-volume, followed by basketball players, gymnastics and beach volleyball.

Dan Sloan reporting.