The big 12 has some fairly feverish fan bases that are well positioned to take advantage of NIL. They are also the only conference that has a coast to coast presence which will pay big dividends. I think UCF and BYU in a P5 conference will be able to succeed rapidly.
They will be able to get kids in because none of the B12 schools have strict admissions criteria.
I think the Miami references is a fair point but if I remember the Big East only had WVU and Miami as the name brand members. I would argue that OK St, TT, KSU, WVU, ISU, and Baylor all are fairly strong football brands that will still garner interest
Time will tell.