I think OU has a valid concern. The networks have decided that the 11:00 slot is best for OU because they're a good lead-in and a safe ratings play for that slot. It's appears this is the TV partners ongoing plan for them, so they are trying to get out in front of it. The 11:00 AM slot sucks for them. They have a sizable portion of ticket holders that have to leave at 7:00am just to be in their seats by kickoff.
They have a disgruntled fan base for a lot of reasons right now. I know everyone says "win like you're supposed to and it fixes itself." But that's bullshit. No program wins 10+ per year every year, especially with 9 conference games and no CCG. Their fans just don't care for TCU, Baylor, WVU, or KSU games as their big games. We'll probably play top-5 teams in Baylor and TCU at home. For us those games won't have the big time atmosphere of a top-5 Texas, Nebraska, Colorado, or A&M. Problem is, they have no hope for the possibility of a big, top-5 atmosphere game outside maybe OSU. They used to have that possibly in A&M, Nebraska, and to a small extent Colorado.
There are systemic on-going issues for fan excitement for OU in the Big12. Yes, they played a large role in creating the situation for themselves, but that doesn't make it suck less for the fans. Saying "win 11 every year in a 9-conf game, no CCG conference" isn't a reasonable, on-going solution for any program. It just feels like a "something's got to give" situation with them and their fans.