Because theyre a national brand that drives viewers and therefore revenue. They have a century of history with a good chunk of the big 12. They add another close road game for the fans.
Anyone thinking that Nebraska wouldnt be a great add is thinking with their heart and not evaluating it from a business perspective.
If we are going from a business perspective, give me A&M. Number 1 most valuable team according to Forbes.
Neither of those teams are leaving their conference though. Too much money in the Big 10 too much prestige in SEC.
If they were to add, which I will again emphasize I don’t want them too unless necessary, BYU would obviously be one that would love to join a P5 conference I’m sure. NDSU probably doesn’t make sense but I think they would be fairly competitive in football.