I think the Big 12 adding BYU, UCF, Cinci and Houston gave them enough cupcakes that their top teams look better now. Usually teams like KSU, OSU and WVU would all have 5 or 6 losses from everyone having to play each other, causing casual fans to think that they are bad. You are your record after all, and no gives respect to a 5 loss team in college.
The 4 big 12 addons went 3-6, 2-7, 2-7 and 1-8 in conference and the extra wins they provided for the mid tier teams have greatly boosted their public perception and the perception of the conference as a whole.