my objection is not really with the notion of "making money" per se. i recognize that the athletic department needs to at least support itself.
my objection is more with what i feel is the basic focus of the department in general. in many cases (and i think we can all make a list fairly quickly), they seem to make decisions and agree to things that supposedly advance the "brand" or will make some marginal bit of money without realizing that doing so sometimes actually damages and / or dilutes the "brand." hence the repeated trial balloons and backtracking. they just seem eternally surprised by the reaction to every move they make. part of this is the general calcification of the fanbase, but part of it is utter tone-deafness.
with all that said, i'm sure that brandon and his staff think that they really are on the cutting edge of everything, and i'm sure that i don't know anything about marketing. i'm just tired of being treated like a wallet wearing a block 'm' hat at every turn.