I am actually optimistic that big money will prevail. Here's why:
I am guessing based on announced attendance numbers this year that there was somewhere in the neighborhood of 80,000 tickets that did not get sold.
So if you go with $40 a ticket, that's $3.2 million. Add additional concessions, parking charges, donations associated with season ticket purchases and other misc. incomes, and it's not unreasonable to think that the university left well over $4 million on the table this year alone.
The apathy with the football program is, by far, at an all-time high that I can recall in my 40+ year life time, and there is no reason to think that will change unless a hire is made that sparks interest.
It is possible, even likely, that there is an unknown coach out there who is very capable of building the program back to the level of excellence that fans expect. But, we all know that is going to take 3-5 years, and until then, the apathy would continue. Based on the math above, I don't think the powers that be are willing to leave that $20 million unclaimed even if they have to share a chunk of it with someone like John Gruden or another household name.