Well, you're not playing the game right if you don't see why the Big 10 would want UVa. They have Maryland. Virginia is a populous state in a major media center. They would bring a lot of eyeballs on cable. You aggregate schools together and it's like a network effect - the more you have, the more energy it creates, the more benefit and usefulness you get out of the combination. Virginia, Maryland, New Jersey, Pennsylvania, Ohio. It's like filling in states in an election map.
The only game I'm playing is football and UVA sucks at it, and they'll always be the b@st@rd step child in Frank Beamers backyard. They don't even have a basketball tradition like UCONN does. And do they really have a lot of eyeballs in rural Virginia ready to watch B1G football???? I don't think so. Oh that's right, Virginia does have men's indoor tennis and soccer. I forgot. LOL!!! I even doubt that those eyeballs in rural Virginia even have the money to afford cable to much less watch BTN programming. If the BTN consults marketing firms about advertising rates, what do you think they will tell them about Virginia vs Connecticut?