A very interesting read:

https://www.espn.com/mens-college-basketball/insider/story/_/id/38209786/ncaa-members-schools-come-hypocrites-latest-realignment

It's all about the money.

I honestly have a hard time understanding why that's so important to generally not-for-profit institutions like universities.

No doubt the money gives you more power to exert, more prestige as an institution to some effect. And no doubt administrators are paid better at those places with bigger budgets.

It's why we should start taxing universities.

Problem is they would then further fleece the students and lending institutions to make up the difference.