Why? Is it really so inconceivable that they conspired to ensure both teams made the playoffs? And give an SEC player a better chance of getting the Heisman?
Conferences share money between member schools. CFB is a business first and foremost. What is going to bring in more money and more high-profile recruits? One team in the playoffs and another in a consolation bowl or two teams in the playoffs, which gives the conference a better than 50% chance of winning the National Championship?