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So much so that they try to keep the Big 12 at 10 teams so that they don't have to share. And the Big 12 is set to possibly send 9 out of 10 to bowl games. Never happened before.
People challenge me on this point, but I really feel universities will see this type of scenario and decide that actually smaller and more regional is the way to go. The Cable TV dollars is a short term proposition. There is a well articulated thread on the Syracuse boards on this topic.