hats. I don't live in Utah. It was pretty awesome to see. I went up to their mom and we obviously had an instant connection knowing they were LDS and BYU fans. I asked the last kid where his hat was and he said he'd left it in the car. While I do believe Ute gear is outselling BYU gear at that rate in areas of Utah right now, there are a few things that need to be considered.

1) BYU's fanbase has a much larger footprint than Utah's. Outside of Utah you only know if there are Utah fan's in your ward when they're doing well. Outside of the church you just don't see them out of state with the rare exception.
2) Utah is tearing it up right now! How many people still have their Jimmer jersey's in their closets? I think I read that Jimmermania was valued around $5-10 million at it's peak. The same thing happens when your team it hot and your the Cinderella team in the top 5 of the AP poll.
3) In the minds of many - BYU = LDS Church Support and Utah = Secular and Mainstream Support. Some people feel that wearing a BYU shirt around is similar to walking around with a CTR shirt on. The masses not affiliated with the church in the area or those who didn't go to college will almost always appeal to the mainstream non-religious.
4) If a BYU person wears a shirt in SLC, they are more likely than not to be scorned or ridiculed, even if in a very light or joking manner. As fun as it is, people don't want to have to deal with it because it can feel personal in a religious manner.
5) Gear isn't an end-all be all. It is telling to a small extent, but to a larger extent it's about fan support, athletic department support, donor support and TV money (conference affiliation). It would do BYU well to get affiliated with a big conference in this arena which is why they are doing everything they can to do so.

I love our Cougars right now and am proud to be sporting a ton of new BYU gear. Props to the Zephyr guy out there for coming up with so many appealing designs of hats. I've sported the blackout oval Y hat for the last week or so. My favorite is probably the royal blue hat with the white oval Y. Looks awesome! Go cougs!