This BYU Notre Dame game completely exposes the brand bias hierarchy. Nobody gave BYU a chance, nobody respects the Big 12.
The Big Ten and SEC get the benefit of the doubt first and are allowed to prove it later. The Big 12 has to prove it first, then prove it again, and even after winning they barely get any credit.
Preseason hype shapes rankings, rankings shape how wins and losses are viewed, and those talking points get repeated until everyone accepts them.
At some point, the games have to matter more than the logo.
Put some respect on the Big 12.