there wasn't much Thompson could do. It TRULY was about exposure, and the only one's that could control that is Comcast(or whoever held the TV contracts). We see how that turned out.
As Shoganai said, and I believe it, BYU wanted changes IN WRITING. Lessons learned after trying to shake hands and rely on the honor of others.
I'm glad BYU has done what they have. The future is bright!