If Big 12 fans started spending an extra $60M per year per school and showed that kind of engagement?
One of two things would happen. Either the Big 12 deal would catapult upward to match those of the SEC and B1G.
Or if it were just a couple schools, they'd likely be poached by those other conferences (see USC, Oregon, Washington and hypothetically Clemson and Florida St) and also start getting massive TV money