It's not an issue of "breaking a bowl" it is about making maximum profit.
The original BCS conferences are not really about FB, BB, or any other sport for that matter. The original BCS conferences are simply a consortium of business partners trying to maximize markets for maximum profit potential. The BCS partners will fight dilligently to prevent any potential of the perception of diluting their product. If it was simply about sports and fairness then other conferences would have already been added. But it is not! The business consortium evaluates market decisions and acts accordingly.
As for being fair: if no one has told you up to this point in your life that life is not fair then let me be the first one to welcome you to life.