San Diego has 4 million people, Nor Cal has 12 million people, Phoenix as 4 million people, Seattle has 4 million people, Denver has 3 million people, SLC has 2 million people, Vegas has 2 million people, Portland has 2 million people.
And it has all of that population all to its self.
What does the Big 12 footprint have? That's right, Texas (which it shares with the SEC), vast empty prairies, and West Virginia. Good luck recruiting that.