Yes, it's all self funding. 100% correct. But pretend for a moment that all the D1A football schools weren't playing a big game of keeping up with the Jones'. Or as I like to call it, keeping up with the Saban's and Swinney's.

Virginia Tech's athletic revenue from 2000 to the last year we had official figures has gone up by a bit more than 3x. In that same time period, inflation, year over year totaled, has been 42%. All for more coaches making more money and shiny new facilities. Wouldn't it have been nice if all the schools weren't in some coach/assistant/facility arms race? Heck, what we had in 2000 was good enough to compete for a national championship. Now at 3x+ more, it's not.

So what if that $40 million dollars more that athletics makes now, adjusted for inflation, WAS instead diverted to lowering student tuition?

I know, the market doesn't allow it, but it's still nuts that all these 'institutes of higher learning' could run their programs on a lot less money but won't do it.