RU and MD were tapped almost entirely because of TV Markets and recruiting grounds. I'm not sure anyone has argued otherwise. I think as more interesting teams start showing up in College Park and Piscataway on a regular basis attendance will improve for both.
Yes, this was ultimately what the Big Ten did.
Nebraska was the huge national football brand name with the massive fan base, while Rutgers and Maryland added the cable households and recruiting territories. Sure, every conference would love schools that can bring both (i.e. Texas, Florida, USC), but those are also the very hardest schools to pry away.
FWIW, the Big Ten always wanted Maryland. From a university president conference realignment perspective, they were actually a HUGE get (even if sports fans didn't find it to be a sexy move in general). An AAU school directly in the DC market that was a founding member of the ACC, no matter what anyone says, is a school that has a ton of value in conference realignment world. From a media angle, there was no doubt that Maryland has enough pull in the DC and Baltimore markets to get the BTN onto basic cable there. DC isn't the greatest college sports market, but there's enough critical mass there where you can reasonably assured of making money on college sports there (similar to Chicago with its critical mass of Big Ten alums). When Maryland was willing to come, that was a no-brainer for the Big Ten.
Rutgers and the NYC market were always the big risk. Frankly, I'm a little surprised how quickly the BTN was able to get good carriage deals in the NYC market. Even if it was a reduced price, the fact TWC and Cablevision didn't fight to put BTN on the sports pack is pretty huge. It's always funny when people ask, "Does Jim Delany knows what he's doing?" about a move that looks unconventional or risky on paper (which is something that I've asked from time to time), and when the results come in months or years later, it's very clear that he knew exactly what he was doing.