Rutgers market is New york, the largest Media market, 1 percent of the viewers of New york region is bigger than 20 percent of the richmond region. When Big East expanded, it was all about markets to their media rights. Big 10 knew Rutgers was a loss leader and just fine to invest in a loss leader. Maryland was the same, (even big 10 gave them a loan to help the buy out from the ACC, but Bottom line Big 10 has the DMV market, now they have LA market, NY Phily and DMV market. Rutgers from public affairs changed their perception. Its Branding (which is not in an audit sheet) is signficant