If the massive increase in TV revenue that the B10 is about to enjoy can be traced to down to two events, one would be the decision of the SEC to go all-in with ESPN (and leaving CBS looking for content) and the 2021 win by Michigan over Ohio State (showing that Michigan was going to be competitive in the rivalry and bring in the TV ratings - at Noon! - that would justify the costs, not for that game but for games involving the upper echelon of the conference the entire season)
I understand the sentimentality for some brands in college football. Some of it is pure nostalgia for the past, or the urge to transcend success in another sport to the gridiron. Clemson is, presently, a top brand in college football. North Carolina and South Carolina combined don’t bring in the eyeballs (to deliver to advertisers) that Clemson does. Miami doesn’t either, presently, but I believe had/has the potential appeal.
I don’t know if those schools could pull off a negotiated separation from the ACC (together or separately), but as was observed a few months ago from (IIRC) the FSU Board of Trustees, it would irresponsible not to ask. Otherwise they see themselves in the same boat as Washington and Oregon, just hoping someone asks them to Prom. The question isn’t if Florida St can win the B10, it’s if Minnesota needs to play FSU or North Carolina in October, which is going to deliver the better product (ratings) to FOX, CBS or NBC?
I’d also offer a hunch that with the increase in revenue (for both the B10 and SEC) will come the increasingly likelihood that they leave the NCAA and write its own set of rules, including player compensation.
Someone with NFL and other pro sports experience also isn’t going to be tied to geographical nonsense when it comes to expansion. I’ve wondered if B10 schools (non coastal) may be asked to provide a building that could house 3-400 visiting sports teams from the coasts that would allow multiple games on a road trip and allow students to complete class work remotely during a trip. Could Ohio State or Minnesota share practice facilities for Goitball, Basketball, Volleyball, baseball, softball and swimming to schedule USC/UCLA multiple away games without having to return to the coast in between.