if there are going to be two super-conferences, then it is better to be a member of one of those conferences.
for MN, the pitch is going to be "you can play on the biggest stage in college football." the very top-level recruits are likely still going to wind up with the helmet schools, but if a recruit is deciding between the Gophers and a Big-12 or ACC school, the idea of playing in the B1G may help the Gophers land a few more players.
but in order to take advantage, the Gophers have to win enough games to be relevant. "Come and play in the B1G" works a lot better if you're at least in the upper half of the conference. if you're the 15th or 16th best school in an 18-team conference, it's a harder sell.