Without reading the article I would agree with vowel's assumption that it is, indeed, bad PR not to buy up a significant portion of your allotment for a bowl game. Since how many tickets you can sell is a factor in what bowl game you get invited to. A limited factor, to be sure, what with conference commitments and such, but once you get past the "big" games, there is still an attraction to a team that travels well where the bowl has a choice. Many do not, of course.
On the original point, I know it is old history, but never had a problem with Rutgers selling its allotments to most NCAA sites, we had a good women's traveling contingent. I would have thought more than 100 tix, but I could be wrong. Any unused tickets (including 2nd day, if RU was eliminated the 1st day) went back to the arena (although, IIRC, you had an option of keeping them if you wanted to actually attend the game). If not, they were returned and you were reimbursed. Whether that is how they do it now or not, I don't know.