Big 12 has to look more and more like P2 and less and less like G5.
There's only a few programs that look and play the part of a typical P2 program.
The more of those in the Big 12 the better.
Big 12 fans are all going to be rooting for their top programs in OOC games and in the CFP.
It's a matter of conf stability, perception and perhaps an existential thing.