The Big 12, and more specifically BYU Cougars, consistently find themselves in the unenviable position of earning results that outpace their national media narrative, leading to a pervasive sense of "CFP disrespect." This perception gap is rooted in several factors, starting with the sheer parity of the new, 16-team Big 12. While a team like BYU can navigate the difficult conference schedule and finish strong—with some projections placing them near the top four with a 9-3 record—the national attention often gravitates toward legacy brands or those with flashier, high-profile portal acquisitions.

For BYU, the perceived lack of respect stems from being a relatively new entrant in a restructured Power Five. Poll voters and major media outlets often prioritize established coaching stability, such as with Utah or Kansas State, or massive offseason spending by programs like Texas Tech. This narrative tends to overlook BYU’s own developmental success, strong home-field advantage, and proven ability to compete in high-stakes environments. When conference chaos inevitably occurs, the Cougars are frequently positioned lower in the media's pecking order compared to other top-tier teams, damaging their perceived strength of schedule.

In the expanded 12-team College Football Playoff format, this disrespect translates directly into lower seeding. A two-loss BYU team might finish strong but struggle to crack the Top 10, whereas a similarly situated team from the SEC or Big Ten might benefit from inherited brand value. To truly earn respect, BYU must not only win but secure dominant non-conference victories or claim a high-profile Big 12 Championship berth, forcing the committee to acknowledge their on-field performance over pre-season assumptions.

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