He probably could peak higher at Duke (national championship) and he would be stupid to turn down life changing money.

But he can still rise pretty high in Provo (final 4), coaching at a school he loves, getting paid a very respectable salary, and by all accounts he married a local girl that likes where she is at. There are far worse ways to live than working at a job you love and having a happy spouse.

Playing the personal card seems cheesy but it is a big deal in multiple other fields. I get tired of loosing good employees because their significant other wants to live in either Los Angeles or Utah. They can make a lot more money outside of Utah and rise much higher, but they married Utah girls and when it is time to start a family they are given the ultimatum. Same with many of the SoCal natives. So if affinity bias helps BYU in this case, great. It would be a giant balancing of Karma.