Just how important is perception in the world of college athletics? From a recruiting stand point, it's arguably among the most important things a recruit considers. Going to Duke or North Carolina or Kentucky or Kansas means something. Whether or not we want to admit it, when the blue bloods of college basketball come calling, it carries a greater significance.
The same can be said for scheduling. It's why arenas will sell out when certain programs come to town, yet plenty of seats can be had when others come to your building. While professional sports tend to lean toward being more star driven, college sports is and always will be about the program.