Yes the B10 did that with Rutgers and Maryland but that was NOT what the B12 did with TCU or the Pac12 did with Utah.
Utah does not have market share, bring in more eyes, or bring in big money.
TCU was picked up because they demonstrating they were a football program on the rise and certainly geography helped. Utah was the exact same thing. 1st criteria was a rising (winning) football program that met the other criteria of geography and market.