The ultimate goal is to compete nationally, not just in the conference. Being in a high-profile league helps that, so does an increase in revenue. Texas and Oklahoma get more. That sucks. Mizzou gets more than in any other realistic scenario. That does not suck. The new TV deal will pay Missouri far more than it has ever gotten in media money reducing the gap between Mizzou and comparable schools in other leagues. That will help do things like pay for Mike Anderson (remember that kerfuffle?). The new deal is also going to put Missouri on TV more often. With ten schools in the league, there is less inventory to fill time slots. Also, with a nine-game conference schedule, there will be more games that people want to see. Also, it ought to help home attendance.