It's also some of their beat reporters, who often will reflect/project the prevailing attitude of not just alumni, fans, and locals, but very well often the administrators. I listen to some of the guests come on 365 and other shows who are the Locked-On Utes, or 247 Utah person, or someone else in a similar role, and they all exude this arrogant attitude that Utah is simply better than anyone in the Big 12 except for Texas. I forgot which show I was listening to on the drive home yesterday but I heard a Utah media guy just keep saying how Utah would prefer Pac 10 because it's more in alignment with their academics, they like the destinations better, that if Utah did go to the Big 12 they would be instantly the top brand both academically and athletically, etc. And they are speaking of the attitudes of the administration, not just the fans.
This isn't just messageboard and twitter fodder. This is what their mouthpieces are saying on national and youtube sports talk shows.