FRISCO - When Big 12 schools divided their shares of record revenue this spring, each of the 10 conference athletic programs hauled in nearly $36.5 million. Ticket sales, marketing and licensing deals, broadcast rights and more feed the lucrative industry of NCAA sports.But the product on display - and the football product, especially - is the key cog in that machine.Big 12 players have noticed."We come out on Saturdays and make so much money for them," one defensive lineman said.