SDSU is pure desperation for the gap in the SoCal market. SMU briefs well if you are looking for a new, bold approach into a new market. Both schools haven't achieved much in sports.
Juxtapose that with the Big12 getting the first picks:
Houston - Off and on success. Huge market
Cincinnati - Red hot football program in a new, lucrative Ohio market
UCF - Hot football program that puts the Big12 in Florida's recruiting grounds