The problem with 10 games is the home game economy for the Big Programs. 10 conference games (5 home/5 away) would mean that the big programs would never be able to schedule home aways without losing 7 home games that season and the payday that comes with 7 instead of 6 home games. Yes, they are making more money than ever with TV deals...but the home game profits are huge for schools.
The current system of 9 is perfect to me. And if you look at the above scheduling model, you still protect a few rivals while also getting everyone in the 16-team Big Ten to play home-aways with everyone every four years.
