They have no story to tell (they've been P5 for over a decade and are 1-7 in the Big12) and they've never had the fanbase or facilities or viewership to recruit to. So the losing season and not making a bowl game combined with that is going to make recruits go elsewhere (hopefully BYU), which in turn will make them suck even more.

And I hope we put a boot on top of that death spiral.