Yes, I would love a la carte programming too.
But if I had to guess why they do this...besides money...it's for the example you gave. Since there is such a wide variety of sports, they lump together all kinds of channels that show a large number of different things. I totally get that women's college lacrosse is obscure for most, but DD9 is a lacrosse player and actually gets very excited when those games are on. My boys look for mens' lacrosse games. To say it mildly, soccer isn't my thing, but I know that its' fan base is pretty loyal. When we scroll through those odd sports channels surfing for lacrosse games, we see they're broadcasting things like college bowling, mens downhill curling, mixed doubles cross country ballroom dancing, underwater basket weaving, and I'm thinking, but somewhere, someone is watching...I guess. But I totally agree the sports channels with Dish can be frustrating. I can watch college bowling, but can't watch my Philadelphia Phillies, unless I pay a kings' ransom...and even then I'm not guaranteed to see all the games.
I wish that I could get the entire "non sportsball" package.