If you're in a conference that has been left out of the playoffs for having not great champions, then you need to do something that sets you apart.
They've had discussions for YEARS from the college football talking heads saying that to qualify for a playoff spot, teams should have a good resume - including not having a bunch of cupcakes on their schedule.
You're right - I would've hoped BYU would be better on their resume. But they've got no excuses for the other two.