Honestly I'd rather pay Arizona and ASU and UCLA and USC and Colorado than Iowa St and Oklahoma State and TCU and Texas Tech.

The Pac12 is a much better geographic fit as well, as you mentioned.

Plus, let's be honest, the Pac12 isn't as good, so it's easier to win in the Pac12 (although that may change if USC lands an elite coach, and Chip Kelly and Jimmy Lake get things figured out).

But you're 100% right that the Big12 fan bases care more than the Pac12 ones do, and culturally we're a MUCH better fit for the Big12