9:30PM CT starts on West Coast road games might be very tolerable for Nebraska, Iowa, Minnesota, and Wisconsin fans.

Rather than have viewers all on the Pacific Time zone that comprises 17% of the population; you add the Central time zone which is 28% of the population. B1G fan bases are more engaged so you can see how B1G West schools playing the B1G west coast teams can bring a lot more viewers than the traditional PAC on PAC fan base viewers. This means a wider audience which means more ad revenue for ESPN and money for the B1G.

That alone tells me the PAC is dead because ESPN stands to get a piece of the B1G and make more money off of schools that would traditionally be in the PAC inventory.