Not just losing, but losing in embarrassing fashion. Not helping Big XII, and by extension it's members (that includes WVU for you high information fans), perception in the recruiting world. I'd venture this is much more influential on recruiting than "anonymous fan negativity on an internet message board." These bowl performances are what non-Big XII folks will use to measure this league and this is the competition that is "too big for poor, ole lil' WVU" to compete with.