It's annoying having to pay but all things considered it's not a bad deal considering all the additional content it includes like UFC, Boxing, MLB, MLS (if you like watching bad soccer), basketball, etc.
Let's be honest, they have us all by the balls. If you are hanging around this message board you are likely a big enough fan of your College Basketball team to pay for this service for 3-4 months a year. I'll pay for the 1yr subscription for $50 and I'll closely monitor if they increase prices over the next few years.
Everyone had to have known this day was coming. ESPN3 was created to get consumer comfortable with the idea of watching games on the internet and they were always planning on creating a subscription service from day 1. The MVC league office and schools knew this was coming for a long time and agreed to it as part of their TV deal with ESPN.
The era of getting "free" content online is coming to an end: newspaper articles, etc. I get it. I still don't see enough value from a service like the 'The Athletic', though. Live sport content is way more valuable to me personally.