the reason Maryland and Rutgers were added is 3MM Households (NJ) and 2MM Households (MD).
The B1G network is forced to be carried on basic cable (non-subscription) in markets where a team in the league resides. That is big revenue in carriage fees. If I remember correctly at the time we (and MD) joined we were expected to add over $30MM-$40MM/year. I would imagine 10 years later and with access to California and it’s 13MM households, USC and UCLA add closer to $100MM each.