the big 12 will sooner or later realize the whole good/bad at sports thing is almost impossible to judge at this point, because all of the traditional blue blood schools are already in a larger conference. hence the whole pitt/syracuse and rutgers/maryland stuff, have they been good, sure. are they recently? mehhh. the big 12s only real lock of sustained successes is the only school that they have massive challenges bringing on board because of external reasons (read; BYU and religious rules, unless going football only).
at some point, potential IS going to have to be something they settle for as a good reason to look at/rank schools, because you can either go for a school you know will fall flat, or a school that has the potential to be better/bigger, but if it falls flat, then well, every conference needs a rutgers (at least kansas has good hoops).