identity on being superior to BYU in football both in the rivalry games and on the field product and their access to $$$ and bowls. And that's been their key selling point for over a decade. They lost the latter with the dissolution of the Pac 12, and now they are losing on the field. Not to mention how poorly they have managed NIL. So now what do they have? They are a middling BIG 12 program (and the BIG 12 is let's be honest, in football a lower tier power conference), in Utah, with a weak NIL program, and soon they won't even have the only med school in the state. Even in the down years, BYU had something to stand out with. Utah doesn't have a "what's next". If they can't be better than BYU, what can they be? I don't think they know.