The Longhorn Network gives Texas huge recruiting advantages if they will broadcast high school games. Imagine having the best high school players in Texas watching their games, and the games of their rival teams, with every commercial break starting with "You're watching the Longhorn Network. Hook 'em, Horns!" Between high school games, they'll show all the great facilities, etc., of Texas. Texas, Texas, Texas.
If I'm A&M, I'm looking at my options.