People aren't putting enough stock in this.
Pullman is a nice place, but it is an outpost like you said. Ames is double in size and has Des Moines 35-45 mins away. KC, Omaha, Minneapolis all 2.5-3.5 hrs away. Chicago & STL 5-6 hrs away. There is a much bigger pool of talent in the midwest for him to recruit.
Tacoma & Seattle are 4.5 hours away from Pullman. Spokane 1.5 hours away. Boise 5.5 hours away.
Martin Stadium is nice. Jack Trice Stadium is better (and nearly double in size 32k to 63k)
WSU has a good fanbase (anyone who went to Alamo Bowl 2018 knows this.) Iowa State is crazier and bigger in numbers.
Iowa State has better facilities, not even a question. WSU was unfortunately left basically in a G5 conference after the P5 Pac 12 dissolved. Iowa State is still very much safe in a P4 Big XII conference.
Iowa State has 3-4x the NIL recruitment budget that WSU has.
Coach Jimmy Rogers will have so much more to work with. If he can construct a team replacing 70 players to a place like Pullman and go 7-6, there is NO reason to believe he can't be at least as successful at Iowa State.
We don't have the warchest of resources overall to compete with PSU (clearly) but ISU is far from poverty and sitting better compared to most CFB programs out there.