They didn't have footprints in places like California, New Jersey, and Florida like Nebraska did.
Nothing has changed much in recruiting. The elite teams can recruit the blue chips nationally. Kids want to play where they have a chance to win conference and national titles. They also know those elite teams will give them exposure to get to the NFL.
Those teams were never gonna be nationally elite. They just wanted to be able to say they beat Nebraska once in a while and contend for the North Division title. It was more about Admin, Athletic Dept, Donors, and Fans.
i.e. Selling tickets and fundraising for those universities.
Even though Nebraska's been shit for 20 years, it's still a big deal to beat them just because of the name and blueblood status.
Iowa fans brag about beating (4-8) Nebraska teams all the time. To them it's an accomplishment, even though Troy beat the Huskers too.