I understand they wanted to add instant credibility to it by making it a four-year institution and giving it the BYU brand, but too many members hear BYU Idaho and think BYU second class. External to church membership it may have helped, but I think it hurt within church membership. BYU Idaho probably provides a similar education to Utah State with similar prospects and similar acceptance criteria, but I know a number of members that don't want to have to say they are going to BYU Idaho. It is great for many, but I think a different name would have served it better in the long run.