WOW! I started a new thread and didn't even know it! 
To me the bottom line is, only a few select programs (big AQ schools like Texas, LSU, etc) really make money in football. But MANY smaller programs keep their athletic programs afloat by consistently getting into, and advancing in the NCAA basketball tournament. NCAA basketball "units" are very important to a viable program!
And I don't say this to downplay our coach search in FB. This is a VERY important hire for this program; but regardless how good it is, it won't make a significant amount of money for the overall athletic program compared to the expense incurred running football. It really is more of a statement that we want this program to be successful, and are ready to put our money where our mouth's are.