Are in a small market and they have a small fanbase. The bigger market at least gives you the opportunity to have a large fanbase. I don't get why you think UCF has the potential for a large fanbase, but Houston doesn't. If you can sell potential at the negotiating table then you can get more money, which is exactly what the big12 did. Look at Yormark, when asked how he was able to get that deal he said "I'm a good salesman" which implies he was able to sell something on potential more than the current quality.