To me the issue is that these "shorter games" are not benefoting us in the form of free time, it's a benefit to the advertisers. I'd rather watch 15 more minutes of football than 10 more minutes of adds and have 5 more minutes of free time due to the game ending quicker.

It's just greed. Like everything else, the trick is to squeeze the consumer as much as possible before they say "this isnt worth it anymore". In this case, it's "how many minutes of adds will CFB fans sit though?". They will keep adding adds and reducing plays until it hurts them. And they are very short sited so even of the adds "hurt them" long term by turning off potential fans, they will keep going until your I have enough and they see the impact that quarter. Pros don't have this issue because their commissioners do have a longer term view than ESPN or FOX or a conference commissioner just trying to get more money for his schools.