Its very true in their thinking and a prestige level is definitely what turns folks away. As far as apparel sold in Fort Worth for instance it has pretty much always been UT until TCU started winning and the community hopped on their bandwagon. Following TCU's line of success isn't that difficult. Take advantage of the opportunity to move up and play better teams, create a program that can dominate them and promote the hell out of the program. The University needs to create a local TV partner (used to be 52 how bout 21 now?). Needs to put more ad's out there. Needs to make the merchandise more readily available to buy. Needs to get walmart, target etc selling UNT stuff. They have to quit being stubborn and promote the brand.