Marketing pure and simple. Durant is a very popular, likeable, marketable player and the more that UT affiliates with him, the more it helps recruiting.
Otherwise, it's just plain ridiculous.
Raise it to the roof: Uh-oh-Maggette-oh!
Going back to the football reference, Duke has numerous College Football Hall of Famers (and Pro Football Hall of Famers). Duke has not retired their numbers.
(Of course, this goes back to a previous thread about why doesn't Duke retire numbers in any non-basketball sports?)
___________________
Mike Stein
Trinity '97, Tent #1 '97
Tampa
NFL Football Hall of Fame:
Sonny Jurgenson: http://www.profootballhof.com/hof/me...?player_id=111
George McAfee: http://www.profootballhof.com/hof/me...?player_id=145
Ace Parker: http://www.profootballhof.com/hof/me...?player_id=172
College Football Hall of Fame:
Fred Crawford: http://www.collegefootball.org/famersearch.php?id=30025
Al DeRogatis: http://www.collegefootball.org/famersearch.php?id=40009
Dan Hill: http://www.collegefootball.org/famersearch.php?id=30026
Steve Lach: http://www.collegefootball.org/famersearch.php?id=40010
George McAfee: http://www.collegefootball.org/famersearch.php?id=30027
Mike McGee: http://www.collegefootball.org/famersearch.php?id=50011
Ace Parker: http://www.collegefootball.org/famersearch.php?id=30028
Eric Tipton: http://www.collegefootball.org/famersearch.php?id=30024
Coach Howard Jones: http://www.collegefootball.org/famersearch.php?id=30080
Coach Bill Murray: http://www.collegefootball.org/famersearch.php?id=40008
Coach Wallace Wade: http://www.collegefootball.org/famersearch.php?id=20063