"The Texas-OU game is a big revenue bear. And because it's played at a neutral site, you don't have as many student body going as you would if it was home-and-home. These are full-price tickets."

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And it will always happen that he who is not your friend will request your neutrality and he who is your friend will ask you to declare yourself by taking up arms. And irresolute princes, in order to avoid present dangers, follow the neutral road most of the time, and most of the time they are ruined.

— Niccolo Machiavelli