My initial reaction also. But there is a benefit. Let’s be honest, ISU would be at risk of being relegated down in FB. Particularly since the Big 12 division will get more difficult. Assume a Houston wins the second division in year 1, and KU gets moved down. In year 2, ISU now has to play Houston instead of KU.
If we get relegated in year 2, we now get a much easier schedule. We might be celebrating a ten win season, a bowl game, etc instead of getting our brains beat in for 2-3 conference wins. And we could fight for the division championship and play in the conference championship game. As long as we get the same money, might be refreshing to get an easier schedule and kick some butt. You think Iowa fans complain they were in an embarrassingly easy division last year?
That's not like winning 10 games in the B1G, it's like winning 10 games in the MAC. And yes I would rather play in the Big 12 than go 12-0 in the MAC of course.