Why won't they call the intentional?

[Nevadaref]

I just don't understand this reluctance to call an intentional foul. It seems that there are quite a few officials out there who just won't call one.

I was stunned when the official in the Louisville/Marquette game didn't call one with 30 seconds left. Louisville trailed by six and was putting Marquette on the line. However, the foul that was made consisted of the Louisville player grabbing the back of the Marquette player's jersey with two hands as he crossed the division line! The action was so obvious that even the player on the receiving end turned around and gave the official the intentional foul signal. It seems that we have now reached the point where the players and coaches have become educated enough about this matter that that call is actually expected. Failing to reinforce this is an unfortunate missed opportunity.