Now, imagine nobody watching the 9:00 OU/USC game. That's part of the problem that the Pac-12 has now. The west coast people don't watch football, and 9:00 PM (10:00 PM EST) start is too late for the people in the east who are interested in watching football.
How many people on the East Coast are watching the Big 12 now, no matter the time? Its great now playing everyone in the conference on a yearly basis, but what happens when the TV money falls further and further behind the SEC and Big 10?
This move guts the Pac 12 and makes the new Big 12 the premium conference from the Missouri River to the Pacific Ocean. A conference ready to match up with both the SEC and Big 10.