The division system had its fair share of criticism, too. Reaction to Leagues and Legends was mixed and the West was often looked at as the lesser of the two during its existance.
Regardless, I don't see anything changing. The recent changes were all about TV. I don't think that was always the case. Adding Penn State and Nebraska was genuinely expanding the conference with two prolific football programs in Midwest/B1G adjacent states.
That's not the case with the East and West Coast additions. By bringing those in, the Big Ten now has a presence in states with 4 of the top 5 media markets, and 18 of the top 40. The recent additions, in bold, added 8, including the 2 largest.
No. 1 New York City - Rutgers
No. 2 Los Angeles - USC, UCLA
No. 3 Chicago - Illinois, Northwestern
No. 5 Philadelphia - Penn State
No. 8 Washington DC - Maryland
No. 10 Bay Area - USC, UCLA
No. 13 Seattle - Washington
No. 14 Detroit - Michigan, Michigan State
No. 16 Twin Cities - Minnesota
No. 19 Cleveland - Ohio State
No. 23 Portland - Oregon
No. 25 Indianapolis - Indiana, Purdue
No. 27 Pittsburgh - Penn State
No. 29 Baltimore - Maryland
No. 30 San Diego - USC, UCLA
No. 35 Columbus - Ohio State
No. 37 Cincinnati - Ohio State
No. 38 Milwaukee - Wisconsin