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It's all about diversification: Cornhuskers, Wolverines, Wildcats, Golden Gophers, Hawkeyes, Spartans, Buckeyes, Nittany Lions, Badgers, Boilermakers, Hoosiers, Fighting Illini, and now Terrapins.
Not much risk involved, really. The appetite for football in this country is enormous. The Big 10 is just getting a jump on the other conferences for the revenue.
This expansion translates into Big Bucks for the Big 10. Yes, people will moan and groan about it, but at the end of the day they will buy the tickets and the cable TV subscriptions.