I've figured for a few years now that the push to get into a Power Conference would involve some sort of seating shake up in the oncoming years post-invite. So the announcement does not come as a complete shock, as I understand the increasing demand for season tickets would need to be managed by shaking things up.

That being said...

What I do not completely understand is why the change is necessary. Revenues are set to more than double due to Big 12 membership, operating costs have increased a little but not as much as revenues have. NIL appears to be funded by moneys outside TV revenues unless I'm mistaken on that. So with the increase in revenue outpacing the increase in costs by presumably a fair amount, why the move to this model?

And I do not accept the "Time to act like the big boys!" or "We wanted this!" arguments - what does that even mean? Is there some by-law or requirement for this?

Again, I'm open to real explanations, but it is confusing why a re-seating is in order.

My understanding is that other Blue Chip schools allow for seats to be passed down to younger generations to carry on tradition. Something, I will say, would go over well with a lot of existing season ticket holders, provided they have a Cougar Club Membership and the points to merit it.

Just my .02