I think of it as the "Big 12 Tax": subtract one loss from any Big 10 or SEC team when trying to figure out where most AP Poll voters will slot them in around any Big 12 teams.
I can actually handle it when they do this with SEC and even situationally the Big Ten. The SEC really is that much tougher and we don't have a team with the firepower of Oregon or Ohio State.
What drives me nuts is when we pay that same tax vs the ACC with all objective data proving the Big 12 is easily the better football conference.