How much of their $ is being touched?? Football doesn't pay a dime to support the NCAA admin costs etc. does it? Thought the vast majority of the NCAA administrative costs come from the NCAA tourney.
In the last few years, TCU, Boise (twice), Utah and Hawaii have received BCS bowl berths. From their perspective, the money that is generated by the BCS bowls is "their" money since it is their popularity that drives the $$$.