projects, but the fact of the matter is that the church is spending money where it perceives that marginal benefit equals marginal cost. If fans have a different perception of value, then they should contribute more to help the program grow.

Fans can complain and ask for a reallocation of funds, but they have limited information and it's possible that they're overstating the benefit of BYU football to the broader mission of the Church.

Big money donations drive a lot of the insanity that we see in college football today. Do you think that BYU gets enough support from fans? I sure don't. The Cougar Club doesn't have great buy-in...and that's not because it needs to advertise better...it's because fans have other priorities.