I never said everybody is going to want to coach in the Big Ten or the SEC based on money alone. Guys like Campbell and TJ are perfectly examples of coaches who value their "fit" over the money. They're both showing you can run your own program however you want too without too much outside interference, have success at the national level, make a lot of money, and have great job security in the Big 12.
That being said, there are lots of guys out there in good ACC or Big 12 jobs who are either ambitious, haven't made a ton of money yet by the standards of college coaches, or don't have a strong connection with their current employer. WVU is a pretty good job -- menacing home court, a good fanbase, strong tradition, only high-major school in the state, in the Big 12. It is probably at least as good of a job as Iowa State. But DeVries doesn't have any special connection to it outside of the job quality and the money on offer.
Hence why I wonder if he's gonna listen if Iowa is willing to cut him a big check.
You said Iowa is barely breaking even right now, but is that before or after the big boost in Big Ten TV money has kicked in? If it is "before," then they're going to have a lot of money to play with very soon.
If not then yeah they're in a tough spot.