if/when somebody does a deep dive into the real values and money being made. You know intuitively a business can only operate so long if not making money and when looking at viewership numbers the continuing spiral upward seems inconsistent. However, the unknowns including ad rates/buys, cable and streaming fees, etc. when coupled with the live viewing nature of sports would seem to point to someone making money and likely lots of it. That being said, it is a dynamic industry and counting on an ever increasing pie places a huge importance on understanding what drives the increases. An understanding essential to planning for the future. I freely admit I do not understand where the increases might be coming from and if they are coming from a L/T bet to control content to be sold on emerging new platforms that could be a game of musical chairs where the key is to get your money early so as to not be standing when the music stops. Perhaps @CobbCountyHokie or one of our other industry insiders can offer a more informed view of the future and the likelihood of a bubble bursting. I believe the college athletics bubble is primed to bust with the litigation, realignment, increased costs(scholarships, coaches, etc.) and other uncertainties. It has not happened yet but, you will know when it does as administrators will be heading for the door with increasing frequency as the gravy train ends.