A 10 win season in a Power Conference should not end with a bowl game for 3rd place in the Big 12.

The NFL tried that and it was derided by players, coaches, and fans alike as the “Loser’s Bowl,” since it pitted teams that had just missed out on the NFL Championship Game (this was before the AFC merger). Green Bay Packers coach Vince Lombardi famously criticized the game, calling it “a loser’s game for losers.” This negative perception diminished its appeal, and the NFL opted to stop playing the 3rd place game.