look, I'm not saying at all it's going to work, nor am I arguing that it's going to go through this way; I'm saying that's their rationale behind this move
more likely than not, nothing will change. and the Big 10 will fall back on their Chicago, Philadelphia, Detroit, Minneapolis, Cleveland, St. Louis, Pittsburgh, and Indianapolis markets and be fine
they're just risking it b/c there is some chance that it could work, and if either Rutgers maintains a very good level or the Big 10 games gain regionality there like the SEC game of the week on CBS does here, they can expand into a really big market (either through Rutgers or through fan base expansions of OSU, Michigan, or Penn St.).
Pretty much it's just that conference has that really strong market where they can take that risk here and if it doesn't do anything, they're not hurt really that much at all by taking said risk