Spuzz
I'm just guessing, but I figure that the sponsors are the ones who take the fall for this. You can bet that both Phil and Tiger are gonna be there, rain or shine.
Of course, there's the nitty-gritty regarding the contractual agreements. Perhaps the sponsors are requiring a minimal amount of PPV revenue to help sustain their investments. That's not been made public, as far as I know.
Like I said earlier - Golf Channel could air this live and even then, still, I don't think it would garner television ratings on cable tv.
College football and the NFL will trump those ratings, even if it was aired live and free on cable tv programming.
Golf is pretty much dead viewing from October until the Florida Swing in March, re: tv ratings.