It's called capitalism, the fans and markets drive the prices and the market, why should the have's be forced to share the money they make?
Just think about the entire concept of splitting up the BCS money, why should OHIO get a share of money NIU earned?
Because this whole college football experience SHOULDN'T be about making money. The NCAA should be about promoting and improving athletes and their programs at all levels, and not just the top.
Somewhere along the line, some idiot thought that making money and bloating the athletic departments was more important.