We also need rivalries that fill stadium seats and living room couches to be a good choice for conferences and TV stations. I say start scheduling Arkansas every year, OKSU in Dallas as part of a double-header with OU/UT, and Houston in a dome in Houston every other year. Play SMU only in Lubbock. Beat UT half the time, A&M more than half, Houston and SMU all the time. Fill the stadium, no matter what the ticket prices are. No empty seats. Be exciting to watch! Get the best AD available at any cost. Make some noise!