I would see it as a massive promotion.
But, then again, I would rather be the athletic director of any B1G school rather than the commissioner of the conference. Being the head of the school's department you have much more freedom to build a brand and play with revenues. You are growing something and get to build practice facilities, on campus stadiums, and play a direct role in the education of young men and women.
If you're running the B1G, your brand is locked in and you're trying to grow revenues, but you don't get to play with the money you make. That cash largely returns to your member universities and while you play an indirect role in student lives, you really don't get to see the progress you work for.