So dumb.
One of the purposes of having a national tournament which includes the best teams from the various conferences with different styles and competitio levels etc., is to have a way of crowning a single champion without involving media etc. The other purpose is money making spectacle (because, after all, a single elimination tournament is a terrible way of determining the best team -- cf., NBA playoffs).
I guarantee you that the underlying rationale for establishing the Big Ten Tournament was not because the conference was having trouble determining which team should actually be crowned conference champion. The best conference record over the course of a season is a pretty cut and dried, time tested methodology. lol
The reason for the BTT was and is a money grab. TV, ticket, and merch money plus the off chance of getting one more conference team into the big dance which otherwise wouldn't have earned an at large bid.
If you want to refer to the winner of a weekend tourney as the "conference champ", knock yourself out. You're not hurting anything but your own credibility. Just understand that the conference itself makes sure to distinguish between the regular season and conference tournament champions. Because they are, in fact, two very different things.