Protecting the top dawg of the conference was invested by the ACC and Big East earlier this decade. Now it is clearly being done in the ACC/ Big Ten. OSU last week, Iowa this week, Florida vs. Arkansas, etc.
With there being such a huge fallout for a conference's top team getting upset, don't expect this to change much anytime soon. Conference parity is terrible in modern college football; it has been almost the only reason the Big Ten has gotten a bad rap.