Right now the perception is P5 > G5. Like it or not, regardless of athletic budget or the success of our sports teams, we are "G5" and therefore perceived as inferior. The four corners school made more geographic sense, if not strategic sense. They were a familiar choice by people who don't understand our program, our fan base, our history and our potential. I understand the decision, even if I don't agree with it.
I'm not sure that they "hurt their brand" so much as missed on an opportunity to maximize it.