projecting the "higher purpose" to Utah. I'm not sure i get that. The Utah brand should focus on whatever helps them get higher tier recruits.

IIRC, Utah was loved in the MWC while BYU was loathed. I don't think it mattered either way. Just more that Utah repped the conference well on the national stage.

Pac-12 looked down and Utah and then began respecting them...as much as you could for a conference opponent.

Big 12 entry Utah played well until they fell on their face on the field. I'm not sure that combo will work well getting higher tier recruits and transfers.

Utah has to show that Wilson has promise going forward. Not too much so he'll leave for a P2, but enough to look like a future contender. If KW leaves this year, it could signal a huge regression.