I don't think they believe that WVU is a big draw, more that if you take where a TV partner might say the geographic area of that schools tv grid includes the DC area. That was and is a bigger draw than the Provo-SLC area.

Because I am sure there are quite a few of Big 12 Alum in the DC area, and it means they are going to get more people watching their games on TV, which means they get more revenue as the TV can charge more for advertising.

All about money and how much they can get.