Some are better than others, some are better than the ISUs of the world, but in the end, none of the others really matter. I think Wisconsin can make the claim that they bring a lot to the table between their fanbase and geography, and there are others that are certainly nice to have that have their perks. But a conference with OSU, Michigan and Penn State is going to be valuable. You can mix and match whatever other power conference type teams in there, and it isn't going to make a big difference. Swap out ISU and Kansas for Iowa and Purdue, and nobody outside of those schools really cares. The point is people can argue that school X is better than school Y, but in the end those differences in a 14, 16, or 20 team league that has OSU, PSU, and Michigan isn't going to matter that much.
I think that's a big difference between ISU fans and say, Iowa, MSU, Purdue, Minnesota, etc. fans. We all think our schools bring value, but in the end nationally, or even big-picture in the Big 10 none of these schools will or would matter all that much.
I am not saying ISU should be in the Big 10, or that ISU is more valuable than all these schools. But the differences between all of these schools in a media deal spread out over all those teams is inconsequential. ISU fans seem to understand that, while the rest seem to be completely delusional about their value.
Again, when head to head vs. Notre Dame and Pitt, ISU-Okie Lite had better TV ratings. ISU's Alamo Bowl a couple years ago had better ratings than the previous Alamo Bowls that included Texas, Mizzou, and other bigger name programs.