It is about grabbing the NYC and Wash DC markets. Anyone suggesting otherwise is simply wrong. It certainly helps that they have strong academics but money is the root of all conference expansion and change. The Big 10 did NOT get stronger academically or athletically with this move. They did get richer come next tv renegotiation. They also help drive another stake into the ACC/Big East which could free up billions of tv dollars in short order. The big 4 conferences are set to divvy up the entire pie before long and what a large pie it is with the coming playoffs. It really is just a matter of who lands where at this point.