It's a reasonable guess. High-profile athletic success (Rose Bowls, Final Four, etc. - sadly, not so much cross country titles or even Frozen Fours) has contributed to a visibility that you could argue Wisconsin never had before the 1990s. Donna Shalala came on board as chancellor, the upgrade of the athletic department began, and the snowball effect began (not to mention, the internets got popular). I'd like to think athletics isn't the only reason that being accepted as a UW-Madison freshman has become akin to winning the lottery, but it's surely one of the reasons. Steering back toward the topic, I'd rather see Pitt join the Big Ten than Texas. Badger volleyball doesn't need two studs in the conference; Penn State is more than enough.