When the Big 10 contract comes up, you may see DTV take the exact same stance. Though, to be honest, the Big 10 channel has far more value than the Pac 12 channel. It isn't even close. Sports appeals to a niche audience but these sports networks want everyone to pay for it. ESPN can get away with it, some others think they can get away with it. It is up to the carrier to determine how hard they can push back. Prices continue to go up, programming costs are out of control and the thread of cord cutting always out there. The distributors have no choice but to push back where they can. Isn't that what DISH did with Big 10? Oh the irony.