There are a couple of other issues here:

1) Some schools charge more for tickets to the "big" games (Wisconsin is
   not one of them). So "name" opponents have a direct impact on revenue,
   even if the arena is full.

2) When they try and sell season tickets to the general public (not the
   avid hockey fans who are on hockey-l or message boards), the customer
   is look at shelling out several hundred dollars for season
   tickets. They will look at the entire schedule, and decide if it is
   worth the money. If they don't recognize teams, they are less likely
   to buy season tickets.

3) When they try and sell suites, then the money involved -- for both
   sides -- is even higher, and the company getting the suite has to be
   convinced that the suite (and the opponents) will be appealing to
   non-hockey-fanatic customers who they want to entertain

Unfortunately, it isn't about hockey. It is about money.

   --david