I know he currently lives in California (Silicon Valley area I believe) but he grew up in the Midwest (Ohio) and went to Northwestern so not sure why he loves him some Pac 10 so much?
The Big 12 and the two conferences that made up the Big 12 (Big 8/SWC) and the following realignment has tarnished the reputation of the conference in much of the media's estimation.
It is simply nostalgia that many of them are holding on to when it comes to the Pac 12. It's USC and the Rose Bowl, two things that are gone from the conference in the near future. It certainly isn't performance on the field.