Look at sports across the board the past 5-10 years. Higher level and Big 10 should not be put together. There is a reason why the Big 10 is going after Texas.
Yes it's called money and academic reputation. Texas brings both and they tried joining back when the Big 12 was formed but were shot down because AM couldn't go with them. The Big 10 will force Texas to actually play more than two tough games a year. The Big 12 championship and the OU game. By adding Texas and Nebraska you are almost insured that the winner of the Big 10 will play in the NC game.