It looks like these are the full games. There may not be many that want to buy it, but they don't have to make up a warehouse full of DVDs, they can be created on demand. There would be few games where I wanted to spend $24 for a DVD. I don't know if the rights to the games would be more complicated here than at Iowa State, for either school, there is negotiation involved.
I see there is no discount for buying all 12 of the games. Seems like a poor decision. I wonder if Iowa State is making the DVDs themselves, or if their is a business which cranks out DVDs for many schools.