The closest thing to a destination city in the Big-12 is Dallas and that's not exactly Orlando, San Diego, Las Vegas or even Provo (skiing). The Big-12 mattered when people cared about where their corn flakes came from. But the eyeballs are on the coasts or in big cities so you need eyeballs and a reason for people to tune in. Also, the Big-12 can add new members, rebuild the media brand without sharing all their current wealth or future settlement check. News flash, new members would likely be vested into a media rights revenue deal.