They are making decisions to maximize their $, and in that respect they are making the right moves. My issue is that college athletics shouldn’t be about making money.In some ways college FB not having a governing body lets it move and change more quickly than other sports. See the Big Ten creating BTN. I do see the rationale of what you are saying, however. But you are assuming that the conferences would ever agree to be ruled by one person or one body. They won't, I don't think.
All that money could be drastically reducing tuition, or providing athletic opportunities for swimming or gymnastics athletes at Oklahoma State, as an example. Instead it is going to go to pay coaches even more money, build ridiculous facilities and get redirected to NIL where we are handing 18 year old from broken homes hundreds of thousands of dollars and wondering why they get in trouble.