You've substantially missed the point. The PAC-12 wants the viewership that DIRECTV would bring to the dance. In that way, they make a mountain of money from advertising where they're currently only making a landfill full of money. By convincing viewers to change providers or embarrassing DIRECTV into a contract, they win more eyeballs. This is business decision and there's a pretty good chance that it will ultimately pay off in the long run; especially if DIRECTV's competitors join in on the PAC-12 end of the rope.