It only really matters if tOSU loses a game early in the season. Our SOS is good enough that, if we end up undefeated B1G champions and defending CFP champions, we'll be in the playoff. The only thing that would hurt the TV ratings is if PSU is totally sucking in the early season, and I don't expect that. Most CFB fans know that OSU/PSU is going to be a good game, regardless of everything else, and will tune in.
Now, if OSU was still trying to climb the mountain, and did not go into the season at #1, I might be inclined to agree with you. Our circumstances this year, however, are a little different.