I imagine the beancounters at ESPN has an idea why this works.
Obviously it sucks for B10 fans when there are 3 games on at the same time. But this also seems like a stupid move by ESPN. How do you maximize ad revenue when clog down one time slot with multiple games? At the very least, why not space out the games by 30 minutes or so?
Good point by the OP.
This scenario is a microcosm of the entire bloated, watered-down, chamber-of-commerce-appeasing nonsensical bowl system.