I really think it is a simple answer. There still is no college "vibe" at USF. Even if you live on campus, the only thing you do on or near campus is go to class. (you could do sports other then football but that's another issue) You can't walk from your dorm for a night out and stumble back home. Not enough students have lived on campus (the are adding beds but still not enough) A lot do live in the apartments near campus, but they have no reason to be around campus after classes.
My hope is (yes along with an OCS) the MOSI land is repositioned into a huge mixed use development with tons of housing for students with retail,rest and bars.