Joey McGuire was 30 seconds into his remarks following Texas Tech's big win at Utah when, unprompted, he addressed the elephant in the room.

The Red Raiders' coach said he and his players understand the program has been derided, presumably for trying to buy a championship by lavishing NIL riches among one of the nation's highest-rated transfer classes. On3 reported the sum to be $28 million, second in spending only to Texas, and that doesn't include revenue-sharing distributions.

McGuire surely knows the old saying, “When somebody says it’s not about the money, it’s about the money." In this new era of college athletics, it's always about the money, and it is to be embraced.

Maybe McGuire's players aren't mercenaries, but it doesn't hurt to have what McGuire called the “best boosters

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