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Tennessee made a splash nationally by committing $5.3 million to its coaching staff in 2009.
And while that got the "who do they think they are?" bandwagon rolling, it's actually a little deceptive.
Three other Southeastern Conference schools spend more on their coaching staffs than Tennessee, while Florida's Urban Meyer and Alabama's Nick Saban make more per year than the Volunteers' Lane Kiffin.
The move was actually made to keep up in the SEC arms race after Saban, who may have failed spectacularly with the Miami Dolphins, but still assembled a staff with an NFL pedigree.
Why wouldn't the Tide's ancient rival do the same?
But, the point is, it got people talking.
And that was just the beginning.