Amazing the amount of people on this topic bemoaning "the big teams" rigging the system, so they directly benefit.
We've done that in Scottish Football for years - so I don't see what the problem is. This is a global game, wanting to grow into emerging markets where they are either used to closed shop sports (i.e. America), or just want to see the best (Middle East and Asia).
The pull of a Leipzig vs. Newcastle is sadly greater than say Grasshoppers vs. Rangers.
That's the world we live in, and if it was up to us, we'd want to be in that closed shop - but we're not. We're in a diddy league playing diddy opposition week in week out.