Let's face it: The Big Ten insists its reasons for expansion involve more than just football—and, thus, money—but we're not stupid.
Adding a school like Texas, though it is one of the few Big 12 schools that boast membership in the prestigious Association of American Universities, doesn't exactly do much for the Big Ten's reputation for academic excellence.
No, Big Ten officials want the 'Horns for their football—nothing more, nothing less. You could certainly make an argument several other sports including hoops, but as is the case at any other school, football is king in Austin.
Unlike a Missouri or an Iowa State, who each could be easily wooed to join the Big Ten because of the conference's significantly higher revenue pool, Texas doesn't need the money. In fact, if the Longhorns were to join the Big Ten, it's likely the athletic department wouldn't see much of a benefit, if at all.
According to a report in Forbes released late last year, Texas' football team is the most valuable team in all of college athletics, worth a reported $119 million.
All said and done, because of that astronomical worth, which is calculated based on dividend dollars, the Longhorn football program turned a profit of $59 million, in excess of $10 million more than second-place Notre Dame.
Realistically, when you're already on top, how much farther can you push it? Especially when a majority of your revenue comes from two sources that will likely remain unaffected by a switch in conferences: ticket sales and alumni donations.
The main selling point for any expansion candidate is the Big Ten's considerable revenue numbers, which are primarily driven by the conference's television network and shared equally among the member schools.
Yes, Texas, with its enormous fan base, would give the Big Ten more reach and open up new and exciting revenue streams, and the television benefits alone would be astronomical.
But in the case of Texas, which has the clout to step in and immediately be the conference's top dog, do the Longhorns really want to be obligated to share profits with a school like Northwestern or Indiana? Probably not.
As things stand now, Texas reaps what it sows in the Big 12's capitalistic revenue model, which requires teams to share only bowl payouts and portions of television profits.
As the conference's key member, Texas is televised more than any other school in the Big 12, and given the state of its two money programs—football and basketball—that will not change anytime soon.
And Texas is such a financial and athletic juggernaut that it has the capability to offset the inferiority of the Big 12's television contracts, which pale in comparison to those of the Big Ten and SEC.
Though likely to be completed later than sooner, if at all, talks concerning Texas creating its own television network have taken place. In late 2008, reports surfaced that the school was attempting to team up with several cable providers in an attempt to construct a network that would broadcast UT athletics 24 hours a day, seven days a week, becoming the first such network of its kind in college sports.
As of now, it seems those talks have settled somewhat, but the fact Texas is considering the unprecedented feat shows it doesn't need the television dollars of a conference like the Big Ten to get by.