Sausage King...don't take this as a flame, but I think you are looking at it the wrong way. "Non revenue programs" (more on that in a minute) can be a net positive, in a dollars and cents way, to a college, if the focus is on how they contribute towards admissions rather than just looking at how much they cost to run. And that's no different for an XC team as it is for a jazz band or an academic department that includes "Creative Writing" as a major (just to pick out one on the list of CSUMB's list of majors that seems potentially less academically rigorous). Colleges offer differ programs, academic and non-academic, in order to attract students. CSUMB looks like it costs around $14K/year for the lowest tuition + R&B + fees. I have no idea what their average discount rate is, but let's say it's 25%, that means the average student pays $10,500 to attend. If XC, or any other program, can bring in students that pay more than the average rate then the college benefits financially from those students attending. The ultimate plus for a college is if the students a program brings in pay additional revenues above the average cost of attendance that exceed the cost to run the program. I have no idea if CSUMB's Men's XC program does that.
Here's an example I know of...Private college, list price ~$48K, average discount rate of $22K. Team of ~16, with average discount rate of only $9K. That's over $200K in additional revenue that college brings in over their typical student by having that team - and that doesn't even count students who come to that college, try out, and get cut from that team. Coaching salaries, team travel, team budget is in the $115K range. Easy math, that school is almost $100K to the good because they have that team. (My figures are a few years out of date and I'm ignoring the fund raising side of the game.)
I agree with you that "school is for education", but unless you're going to cut all co-curriculars and any academic programs beyond the essential core academic programs then the fact is that colleges should do things to attract students to their campus, Men's XC teams included in that mix.
Oh, and "non revenue programs"...the number of athletic teams in all the colleges across the country that are what we'd traditionally think of as "revenue generating" are few and far between. I think I read last fall that maybe 20 college football teams actually make money. College basketball, perhaps a few more teams since they have less roster spots (i.e. less scholarships). In total you have somewhere in the neighborhood of 17,000 college teams, I can't believe more than a couple hundred would be in the black on a traditional income statement.