I'm sympathetic to Mizzou, according to some of their alum, the Big 10 has conference-wide participation in some non-major sports that are only partially fielded in the Big 12, like wrestling and some other sports that are too boring to follow. I take that back, wrestling is not boring, but the other 3 or 4 sports are so boring I was too unexcited to even remember them.
Plus all that extra money.
What would you do if you could leave a moronic rival like ku behind in a broken conference?