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Not really surprising, and not sure why it would be a problem. Sure, I may try to watch, say, Purdue, but that's because we have a tie to them. They're like...I dunno, the Jaguars or somebody. If you're local you might watch, but they usually suck, so why should the rest of the country?
I'm not going to go out of my way to watch Vandy, or Rutgers, or Duke, etc. I'm probably not going to watch Toledo, Buffalo, Louisiana Tech, etc. even if you pay me.
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