While there is some argument to be made for conference loyalty; for example the PAC 10, if that conference was more highly regarded, one loss USC would have been playing in the championship against Florida. It was because the BIG 12 was so hyped that OU got to play in that game.
Now, with all that said, as a Texas Ex, I'll never root for OU, A&M, and Tech. Maybe OSU and some Big 12 North schools. Like Singletarry recently said "Just can't do it".