Sure Utah brought the Utah market to the P12. They didn't have anyone to compete with. BYU wasn't added because P12 didn't need them.
But BYU is bringing the Utah market to the B12. I don't know that you can really argue that Utah is going to bring much more value to the B12.
Competition? Yes, of course! But monetary value? Much more questionable. Being a nationally competitive program doesn't necessarily mean more revenue for the conference.
For the record, I still think Utah gets added. I don't think it is for anything else other than they are the best option geographically and competitively. They bring stability (no other conference will want them). I don't think it is because they bring more revenue or monetary value. It just makes sense. Name another school that fits better! Maybe Colorado obviously since they were part of B12 already. Yes AZ schools also. But who's the 4th? There could be 3 schools that fit better than Utah. But there are not 4, and I think we need 4.
It will be nice to be on an even playing field again.