Big ten has one bad bowl game so far and the big 12 coattail riders (aka Iowa state fans and HFCS) now believe the big 12 was only slightly worse than the big ten this year. Nevermind that the big 12 champion got their asses handed to them on their home field.
Big 12 has become a one team league (just like basketball) and completely irrelevant in the playoffs unless OU has 11+ wins.
Look up computer rankings, Big 12 is just barely behind Big Ten. Big 12 has been ahead of them 90% of the time over the past two decades. If the Big Ten has a bad day today it's quite possible that an objective statistical analysis of even this year will say the Big 12 is still better in a clear down year.
I think you look at the best team and compare. Big 12 fans look at your whole conference and how there are always 5-6 horrible teams at the bottom where the Big 12 usually has 1 or 2 of which ISU is admittedly part of sometimes.
As for your last sentence, how can the Big 12 help it that the CFP is stacked with Big Ten homers who apply different rules to Ohio State and TCU?