I'm not sure where you got the idea that they are unaware of the conference. You may want to look at where their corporate offices are located. Im sure there are a lot of fans of PAC-12 conference teams there. I'm also not sure why you believe industry leading executives would be confused by the addition of schools to a conference. This is a business decision. They aren't going to simply sign a deal they feel isn't right for them because a tiny fraction of their customers threaten to leave. The word is that DISH hasn't even experienced a lot of churn after dropping AMC. The lack of PAC-12 Network will have far less impact on DirecTV than losing AMC has had on DISH. DirecTV has a reputation for taking their time and getting the deal right the first time so that the long term prospects are as positive as possible. Again, it's a business decision. When the two sides come to terms on a deal they can both agree upon, they will add the channel. The number of deals the network has with other providers is meaningless. Regional cable companies are far more dependent upon regional programming and it has a bigger impact on them if they don't add this channel. The only national provider to add it is DISH and they are desperate for positive press following a string of disappointments and a massive ($$$) court ruling that could come any day now. Those other providers had/have a greater financial risk by not adding the PAC-12 Network.