Bowls have bought their way into prominence, like the Peach Bowl has done. It's considered a major, usually, now. It was on the ropes for years back in the day. Then it hit on having the ACC-SEC matchup, usually a decent one, and NYE, and attendance solidified, and then CFA bought in. They paid more to the ACC team than the SEC team because it often was ACC #2 vs SEC #5 or 6.
It also snowed like crazy in one earlier year, it historically had really bad weather back in the day.