This is no different than things we see crop up every season. Take the notion "Auburn needs to move to the east." You'll see writers discuss it, you won't see quotes from Auburn personnel, but you know where it's coming from.
We saw the same thing last season. Where's it coming from? Do you think other schools are pushing this narrative? Do you think the Big 12 officials are leading this charge? If you think it's the Big12, and not Texas, then why aren't we seeing the same thing with "Guns Up?" Because even with their having a hard time, the TTU folk don't get upset about petty little things like this. Texas on the other hand?
UGA, to us, is what Texas is to their conference. A lot of arrogance, they expect to be treated differently, and it results in this for Texas. With UGA, it resulted in things like "The Saban Rule" for spring evals. Or, intra-conference transfers with no penalty.
It's not media driven though it's constantly espoused by the media. But, let there be no doubt, it's Texas driven.
A question for you to ponder> Who do you think asked Burks the question last Tuesday? An OU reporter? Oh, hellza naw.