Of course they have the big three. I have long said that my ideal add to the Big10 would be Oklahama and UConn. That being said, the Big12 is very overvalued. Let's look at what assets they have. Texas and Oklahoma are crowning jewels of the Big12 and they are located in Texas. Kansas is a blueblood in basketball. That's it. No one cares about the other schools nationally. They don't care about Baylor or TCU. Several years ago, when Mike Leach was at Texas Tech, they were really good, BCS good. Leach got fired and Texas Tech is an afterthought. Sounds like what is happening at Baylor. OSU? Been pretty good over the last few years, even getting robbed out of a BCS championship game (they lost a game day after a plane crash killed the girls basketball coach and one of his assistants. It was their only loss of the season). Yet they have no pull nationally.
You rip on Maryland, Rutgers and other Big10 teams, yet you fail to realize why the Big10 got paid what they did. They have a huge alumni base that follows their school where ever they are. They have the flagship schools in five states that have at least 9 million people that reside there. In Ohio, Illinois, New Jersey, Wisconsin, Minnesota, Maryland and Nebraska, they have the only P5 school in the state (the Big12 can only say that about West Virginia). They have the flagship schools in ten states (I'm not including Indiana because of ND, but IU is the technically the flagship). The Big10 has schools in 3 of the top 4 and 14 of the top 50 media markets. The crossover is at a minimum. Only Chicago (Illinois and NW) and Detroit along with Grand Rapids (Michigan and MSU) are covered by more than one Big10 school. The Big12? They have 6 of the top 50 media markets, four of those in Texas alone. Those Texas markets are covered by four schools.
They have football kings in Michigan, Ohio State and, no matter what you think of them, PSU. They also have a top 10 winningest program in Nebraska. They have a basketball blueblood in Indiana, an almost blueblood in MSU and final four teams in Michigan, OSU, Wisconsin and MSU in the past ten years, only missing 3 of those (2016, 2011 and 2006). Big12? Kansas in 2012 and 2008. That's it.
You may say that the Big10 was overpaid, and time may show they were. It was an investment that both Fox and ESPN made. ESPN chose to invest in Texas and the Big12 exists because they did.