Yeah, the rules are stupid. But that argument is irrelevant.
If Gannett & AP hold out on this one, they'll simply become more marginalized than they already are. Fans would simply turn to ESPN, school websites, etc. Gannett & AP already struggling big time. They've got as much leverage on this one as a lung caner patient arguing about the price of oxygen.
Conspiracy theory: ESPN is pushing this policy to control college football coverage in the same way the NFL coverage is controlled & manipulated for profit.