You completely misunderstand reality. The SBC has flourished because we have added schools that are serious about athletics. The size of the market had nothing to do with it. SMU, Memphis and Tulane are serious about athletics.
This cultural fit mantra is meaningless.
We have stabilized the SBC. We are growing the SBC. We are at a point now to where if we want to take the next step on the conference ladder we need to bring in schools that can move that needle. We need schools that have recently been in a Cotton Bowl, played for a National Championship in basketball and actually commands a market share in one of the largest markets in the country.
There are no more Apps to add. It's time to grow up.