Ding, ding, ding
If you're watching college football on a Saturday afternoon, and the SEC and B1G games are snoozers, and you look at the ticker and see USC-Oregon is on, and it's close, you think "hey I want to watch that," and then try and find it. When you can't, you call your cable company to find out why...
This scenario never happens if that game kicks off at 10:00 pm EST.
Cox in NoVa/DC has P12 now. Cox actually has been rolling it out nationally - you have to subscribe to the sports tier 2 (so two sports subscriptions to actually get it), but you can get P12 in most of their markets now. (They (Cox & P12) mistakenly have not been doing any advertising at all around when they make it available in a new market. I just happened to notice I could get it one day when I was looking at my internet bill online. Lots of P12 alumni in the area - it gives them a reason to choose Cox over Verizon or Comcast - but not a single scrap of advertising...)