My Ross BBA was 15 years ago so I'm sure things have changed since then. Regardless, one enormous benefit is/was Career Services. I felt much better prepared for interviews and that I had better access to good jobs than my friends with Economics degrees. Getting a BBA might be a poor use of resources for some like someone mentioned above. But if none of the other majors are appealing and an MBA might not be a priority down the road then a BBA could be the way to go. I got an MBA from Berkeley and was better prepared for classes than the non-BBAs and could focus on other things because of that but did have to repeat a few things too. Getting into the BBA program is more than just grades. Leadership in clubs, etc is also important.
I thought that myself when I read that article that talked about a Data Scientist(tm)