LOL have to agree on losing to butler there chief. However, the average person will try to attend at least one game a year and that is enough to keep the "will call" lines nice and long. This is where your point about stepping-up the marketing comes into play. Even though we may not have those fans now, we have to assume that we will and act accordingly.
Scheduling two money games will mean 2 losses 99% of the time. This means we have to go 7-1 in the MVFC every year. If we are playing that well, then all of our banter is for not. IF we go 7-1 in the MVFC and 2-1 in OOC (2 non or partial scholarship teams) we are still in the play-off and seeded. If we go 6-2 in the MVFC and 2-1 in OOC (2 non or partial scholarship teams) we are still in the play-off (not seeded). If we go 5-3 in the MVFC and 2-1 in OOC (2 non or partial scholarship teams) we are only in the play-off in a year where some power conferences are down (which maybe a 1-in-4 chance). If we go 5-3 in the MVFC and 1-2 in OOC, we are out of the post-season, it would not matter if (that year) we lost to OSU in double OT and Clemson in triple OT.
We need those two wins, from DI schools and games at home. Tailgating draws more potential fans to the stadium than anything else we do. My mother could care less about football, but when she makes her family-famous ham strata for the tailgaters, she loves to come.