I know you are exaggerating, but it does have that feel. I can see Big 12 people saying, “Why do we have to pay them? The ACC didn’t pay SMU“. The answer to that would be, “They’ll be the biggest brand name in the conference”.
This is a weird situation. You’ve got a commissioner and a network coveting a huge basketball brand and a handful of ADs/presidents wondering how UConn football will affect them in football perception when they themselves have no brand value in football or basketball. Meanwhile, the biggest show in B12 football is likely to lose to FCS NDSU tonight.