Seems to me the only reason Texas should play big non-conference games is if they received special revenue for it. I never understood a conference getting member media rights for non-conf games. Let each school make their own deals for those games. That way schools could have a reason to schedule big games. Why should Vandy or South Carolina or Arkansas, for instance, benefit from Texas playing Buckeyes or Wolverines or Irish or Trojans or Nittany Lions?  

Its TV ratings and brand exposure