Because the Big 10 believes they can force the Missouri cable operators to bump the BTN from sports tier to basic tier, bringing in significantly more money for the conference.
Why would they believe that? The Big 10 is flexing their muscle, but the only reason they have this power is because of cable companies. Guess what, the state of Iowa threw a fit when Mediacom wouldn't carry the Big 10 Network on it's basic service. What did Mediacom do? They didn't cave, they raised their rates. Tell the good people in St. Louis/Kansas City that they now have to pay more so they can see the Tigers get kicked around by Ohio St every year - I don't think you can sell that.