If you thought the Greensboro News & Record was apoplectic over the NCAA pulling championships from North Carolina due to HB2, well, it’s nothing compared to the Atlantic Coast Conference announcement that it was pulling all neutral site championships from N.C.—including many from Greensboro, aka Tournament Town.

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Within the praise for ACC commissioner John Swofford is mild criticism for taking so long to make this stand, and doing so only after the NCAA made its move. But in the middle of all this it’s worth reminding everyone that the big daddy of all ACC championships—the men’s basketball tournament—was yanked from North Carolina for three years, with the two-year stint in New York a mere test run in the country’s biggest market as the conference prepares to launch its own network. The way I see it, this merely gives the ACC the excuse it needs to pursue bigger markets—and bigger money.

So forgive me if the conference’s so-called ‘principled stance’ rings somewhat hollow.