Though I do think they're an overhyped program, they do serve an important demographic/market purpose for the conference.
Texas is a huge sports market, the more teams we can get from there, the better. I've said in other threads over the years that the SEC should do all it can to get a couple more. Obviously, we got the big one in the Horns, but I'd still go after Baylor and probably Houston as well.
The BIG10 go a W in the markets/demographic's arms race with the Pac schools. They have Pacific Northwest and West coast population centers and big brand names that people follow. In addition to their middle America hometown roots. That's a pretty potent bargaining chip when it comes to negotiations with big media, advertising, prime time slots, who gets preferential treatment and an extra team or two in the playoffs, etc...
In addition to conquering Texas, SEC probably needs to add some exposure to coastal population centers. Not sure who would be available in the near future, but if ACC ever breaks up, I'd go get Miami, UVA, Unc, Nc St, UVA, Syracuse, and/or Boston College.
