The issue is that some of the smaller schools have runs of success and runs of lack-of-success. Two great examples are Kansas State and Iowa State.
Right now, Iowa State is hot but they have not been that way through most of their history.
Right now, Kansas State is NOT hot but in the early 2000s and at other times, they have had top 10 football teams.
I will give Iowa State this credit, though, they are an AAU school which makes them a lot more attractive than many of the other Big12 teams.
However, I look at it this way, do we really need two Power 5 Kansas football programs (Kansas and Kansas State)? Is the fan support and talent in the state capable of supporting this? If not, why not cut one off and setup the other school as the focus school for the state.