The Big 12 is set to collapse, so West Virginia needs to get ahead of the game and find a new home.
In 2020, the Big Ten made $768.9 million according to USA Today. That was the most revenue generated by a Power Five conference ahead of the SEC ($728.9 million), PAC-12 ($533.8 million), ACC ($496.7 million), and Big 12 ($409.2 million).
Whether it's the ACC or the Big Ten, we should naturally see an improvement in WVU's recruiting classes. It makes it much easier to sell a brand that is playing games both home and away in the region you are recruiting than it is playing in a league that's in a completely different time zone.