Those Big Ten fans in rural areas (many of them) who wish to see their teams on TV, DirectTV is the only option. None of the major cable companies in the Big Ten states are signing up for BTN. Luckily, I live in a large city, so I can go join my fellow alums at a sports bar where we have a contract to see our favorite team play every Saturday.
The B10 commish is like the criminal who is holding a gun to the head of a hostage, saying "Give me the money or I'll shoot." The cable companies are the guys saying, Go ahead and shoot. We don't give a fuck."
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"Offer them what they secretly want and they of course immediately become panic-stricken."