to call it) it may be a little of both. However, if the ACC is debating whether to add Memphis vs. USF vs. UCF vs. Temple vs. UAB vs. Cincy vs. UConn (basically a non-P5 school), then I would think market value may still be factor. The ACC may even still consider it a factor when considering adding a P5 school (Iowa State, Kansas, Kansas State, and Texas Tech come to mind).

FWIW my personal preference would be to see conference expansion be based more on existing rivalries (or take advantage of them) and less on market value. So if the ACC were to add USF, then I would want to see the ACC add UCF too. Since the ACC already has L'ville and L'ville has not developed any rivalries with ACC schools yet, it may be a reason for the ACC to add Cincy and/or Memphis. Once reason for the ACC to add WVU is because of WVU's rivalries with Pitt, VT, and Syracuse (have a trophy game that was named after a guy who worked for both schools). If every member already has multiple established rivalries, then it makes the waiting period less painful as new rivalries are established.
[Post edited by VTHokie2000 at 07/19/2017 11:36AM]