Agreed tenfold. Going to 12 with Nebraska succeeds only in expanding the footprint into a state where no one lives and turning the Big 10 into, at best, the 3rd best conference (by a wide margin) instead of arguably the second-best (though still by a wide margin). Nebraska does virtually nothing for the long-term viability of the conference. Even Rutgers would bring the possibility of convincing Notre Dame to sign up. And without them (or Texas) the external reaction to our expansion hurts us about as much as adding a team would possibly help.
I disagree on a couple of points.
1. Nebraska is a national brand. There are few schools with more fans across the country than Nebraska. The South Benders are obviously the #1 national brand but Nebraska isn't far behind.
2. Nebraska loves the Cornhuskers. There may only be a little more than 2 million in that state but almost every one of them has their eyeballs on the TV during Nebraska games. I'd go as far as to say no school in the country has that big of a monolopy. Saturday afternoons in the fall in Omaha and Lincoln completely revolve around the Huskers.
3. The Huskers have a large alumni base in St Louis and especially KC. Signing up the Huskers gets the BT in those markets in a meaningful way.
4. Any school that's added gets the BT to the magical number of 12, which means millions more for a Conference Champ game.
5. Even if the 5 Texas schools join the PAC-10, the BT will still have a larger percentage of the nation's population in its markets if Mizzou (completely lock down the state of Missouri) an Rutgers (NJ and into NYC) join as well.
math: Cali + Texas + Colorado + Arizona + Oregon + Washington < Nebraska + Minnesota + Wisconsin + Iowa + Illinois + Michigan + Indiana + Ohio + Penn + NJ + Missouri
The point here being is the media won't alienate the conference with the largest footprint in the country. A BT with Nebraska, ND, Rutgers, and Mizzou would absolutely get all of the pub you could ever imagine and screen time is always a good thing.