I had a meeting with one of the Deans of the Marriott School this week. We discussed many issues, among them, how to expand the MBA program, and subsequently pay for it.
Among the salient points we discussed was that to understand BYU's motives, you first have to understand the mission of the Church. That goes for the Business Schol as well as the athletic department.
If Craig Thompson's response to the ESPN deal was "why pay them if you don't have to?" that shows a startling lack of understanding of the value of BYU (or how markets work). TCU, and the rest of the MWC teams, have similar reactions becasue it isn't "fair" to them. In this sense, "fair" means getting what you want. It's easy to go all sour grapes at that time.
Ultimately, I believe this decision was bigger than football. However, it was also the best decision for football. For those who can't see either of those points, no explanation will suffice.