Why is the Big10 getting the payouts they are, why is the ACC so underproducing from a revenue standpoint. I think it's lack of compelling stories that resonate at a national level. The Big10 has a bunch of plodding along mediocre teams with a couple of over-rated teams at the top, BUT, they create good media stories with love em or hate em coaches (but you have an opinion), love em or hate em teams (everyone has an opinion about McChicken, bucknuts and pedo State) and it doesn't hurt that one of the largest producers of sports journalists is Northwestern. Plus, people in that part of the world are from there, mostly stay there and live and breath the Big10. They can bash their rivals, but if you're an outsider, you can't. Again, passion, stories to tell. The ACC, polite, friendly, we're like Canada. Look at the big markets in the ACC (DC, CLT, ATL) they are all transient, huge parts of those markets aren't from there. They don't care about the ACC, they have no history or passion. Why was ACC basketball so interesting and media hyped up until a few years ago...personalities. Rat Face, Dean Smith, Buzz, Uncle Fester. Nationally, people were interested, the media had a story to tell. Now, yawn...they're playing basketball...oh goody. And football? Good lord, never has there been a more boring group of men in a room than in an ACC Football coaches presser. It's not all the product on the field, it's entertainment and until the ACC realizes that and starts creating stories people are interested in, we'll just be the conference that overperforms in the NCAABB tournament.