I think some of it is the two years of 'Farmaggeden' played at Arrowhead and this Wiki:
http://en.wikipedia.org/wiki/Farmageddon_(American_football)Which I believe was started by our pals at goEMAW...
And think about it, Texas and OU are rivals, KU and MU are rivals, A&M and Tech don't like each other and what does that leave ? Baylor, OSU and ISU ?
It would be appropriate for 5 football games to be played at neutral sites, with each team in one of the five games. Last year, Texas and OU played in Dallas (for a long time actually), KU and MU played at Arrowhead as did KSU and ISU. If you can get those matchups at neutral sites and OSU and Baylor, and A&M and Tech at neutral sites, each team can then play 4 home and 4 away conference games. You then do 2 or 3 non-conference games and you can fund the Athletic Department (ok, maybe donations as well).