Now I may be crazy, but think about this...
uk gives away x number of tickets for $0. The only money they get from those people are concessions. These tickets could end up in the hands of anyone, including 'skers, or no one one at all. In the latter case, they don't even get concession money. The only ones that profit are the students who sell them to their 'sker life partners.
Now instead of giving x tickets away, they sell them to anyone, including in all likelihood, a large number of 'skers. They get the same, and probably more, concession money as they would have giving them away, plus they get the money from selling the tickets. Probably enough to pay another basketball recruit or two.
Doesn't seem like a smart business model.