Oklahoma St is the best team in the conference (both from viewership and on-field performance)
TCU has the big market in Dallas
Texas Tech is the other Texas school that isn't religiously affiliated or not yet technically in the conference
I'd imagine a big part of this would be driven by ESPN trying to kill the Big 12 to help Texas and Oklahoma.
That means that Houston (who the PAC12 actually does like), BYU, UCF, Cincy aren't in the front of the line as far as targets go