Regarding serving - from what I've seen, serving isn't a big advantage, and doesn't seem to be emphasized in the college game.  I have played recreational volleyball, and serving can be a huge advantage, especially if your serve is a curveball and tough to receive.  From what I see at UND games, no player (from any team) has a really tough serve to receive.  I have watched college volleyball on TV, and there are some players with nasty jump serves, but not many.  I agree with nodak651 that the receiving team has the first chance to set up the offense.