Not quite the academics, but UH is now getting a lot of research money. Additionally, it is a much larger school (Rice is fifth smallest in D1A, only 6,600 students vs. 41,000 for UH) which means they'd actually get more eyes on games with UH (TV ratings) and are, aside from baseball, a superior athletic program. There is huge growth potential with UH, particularly with their current emphasis on improving academics.

Beyond that, I'm not sure that any school in Houston really gains that many more viewers over adding Texas. As for Stillwater, I'm saying that the choice may be getting both Oklahoma and Oklahoma State or getting neither. This is also likely a reason why UH would be added over Rice, UH being a state school and pressure from state legislatures.