Pedigree, Prestige, Perception, and Prominence of the teams you play and the respective conference they play in. BYU could schedule teams like Liberty, Marshall, Coastal Carolina, etc but the CFP will always think a win over a 1 or 2 win P5 team weighs more. No, it is not rational nor does it make sense, but that seems to be the false reality the CFP folks are operating in. Never assume they are logical.