expectations. I think people in sales tend to have unrealistic expectations. I can offer LeBron James a $5 billion endorsement deal contingent on him signing with the Jazz. I bet he'd take it. Why aren't Jazz fans upset that they haven't signed LeBron yet? Everything has a price tag, after all. Someone just needs to pay it.

Put yourself in a top-tier P5 team's shoes. What non-financial incentive is there to play BYU? You already have a NY6 tie-in, and if you win your conference, you have a chance at the playoffs. Why put that at risk to play BYU? Can BYU ensure them 100% revenue from a game? Probably. But I bet the cost is a lot higher than what you're assuming it would take.