I think part of the appeal, in addition to the obvious one ($$$), is recruiting. Pennsylvania and surrounding areas are hotbeds for stud HS wrestlers. Especially, Penn., Ohio, NY, arguably have more blue chip wrestlers coming out than IA. Look at how Ohio State has come out of nowhere to be a national contender.
Another part of it is that local recruitment in this state gets split with another powerhouse school, Iowa. Not that that should be an excuse (obviously IA is doing well), but certainly makes things more difficult. Not that Brands has the same resume as Sanderson, but not far off of it and is considered a legend in this state as well.
One more thing not mentioned is that having a superstar name as a coach may pull more weight somewhere other than ISU. I think, because people are so used to seeing him around here, they are maybe less "star struck", whereas his image may seem bigger somewhere less familiar with him. And he would still probably pull IA kids to PSU.
I think by combining the $, recruitment potential, and reputation, it wouldn't take long for PSU to be at the top of the nation. That said, I hope he decides to stay. Losing Cael would be a huge punch in the stomach not only to the wrestling program, but emotionally to the University and fanbase.