The "market" isn't making choices for CFB. The market is currently controlled by ESPN and Fox and their rights essentially in perpetuity of the B10 and SEC. Because of the existing fragmentation of P4 and CFP TV rights, millions of dollars are being left on the table. Exhibit A being the absurdity of ESPN being the sole bidder for the recent CFP extension, the 2nd most valuable USA TV rights property behind the NFL. That sure as hell wasn't market driven.
The "market" is headed down a path in the 2030 timeframe of additional consolidation within ESPN/SEC and Fox/B10, massive reductions in TV payouts for whoever is left out (including ISU) and keeping other deep pocketed producers out of the CFB/CFP space. I don't why you would characterize that as "sanity", it is outright destruction as seen already with Oregon St and Washington St.
The only rational fix is to downsize conferences into 7 10-team entities and aggregate all TV rights and bid them out NFL style so that new bidders like Netflix (coming off big NFL ratings), Amazon, CBS/Paramount (with new Ellison family money) and Comcast/NBC can get all get access to some of the CFP rights and drive up their interest in regular season content. Then implement a revenue sharing mechanism where 75%-80% of the revenue pie is shared equally and 20%-25% is allocated based on TV ratings. Ohio St will make more money in that scenario but I am sure Fox and their puppet consultants are telling them otherwise.