What would be the loss of other revenues? Concessions, jobs for those who work the games. How about the cost to Iowa City and the surrounding areas in lost revenue for hotels, restaurants, grocery stores for tailgating supplies, and all those who depend on these events for their livelyhood?
How did all those places survive back when Iowa played 11 games a season and occasionally had 5 home games? Do the hotels' survival rest upon that 7th game? My experience is that most of them are nearly booked most weekends irrespective of football season.