I have stayed out of this up until now, but decided to share a thought or two.
1st: I have watched lots of WBB this year - not just Big-12 - but from across the country. Yes, these officials call games all over the place. However, they do NOT call them the same everywhere. They allow far more rough, aggressive fouling in Big-12 games than most other places. The other conferences have an administration who have chosen to actually follow the rules given by the NCAA. And those conferences thus produce much cleaner, more skillful play. They are much more enjoyable to watch. However in Big-12 games, it appears someone wants to see rough (and thus dangerous) play from some teams. I guess you may be correct that it is in order to get more TV share. The evidence suggests it does not actually do that however.
2nd: That foul (uncalled) by COX was amazing. I'm talking the one toward the end of the game when COX shoved Carter 10 feet or so as she moved toward the basket, then swung her arm trying to hit Gioya. Unbelievably the foul was called on Carter. That was incredible. You saw what happened, I saw it from the stands, the announcers saw it, SC saw it from the other end of the court. And I don't see any possibility that the officials didn't see it too. So that leaves the question: Why did they not call it like it happened? Gioya reacted in amazement that COX was allowed to try to hit her without any penalty - so the officials gave her a technical. The announcers said something like "the 2nd person always gets called". The problem is Carter did NOT try to hit back in defense. She called on the officials to protect her safety and call the real foul. It seems to me their response could easily be interpreted as them not wanting the attempted assault pointed out.
Now officiating didn't determine the outcome of the game. Our lousy shooting did - among other things. But officiating did impact the point spread. Why would that happen? Who gains from that?