conference finances as if they're all in it together. They're not. A conference exists to give the royalty programs within it undefeated seasons and the ability to make the most money for the conference. The non-royalty teams are paid to lose. Maybe it didn't used to be that way, but it is now.
For that reason, YES, even the Big 10 would pass on OU and UT, and OU and UT wouldn't take a backseat to tOSU and UM.