Thankfully, recruits don't think like you! There are a handful of programs in the country that have natural recruiting advantages and will recruit at a high level regardless of their on field performance barring total chaos. While some recruits care about winning and going to the NFL, many others factor into various other things and hence the need for selling. Texas can sell a lot of things (I feel bad for you if I have to remind you what those are) and whenever you have a positive coaching change, you tend to get a recruiting boost because you can sell hope. My point with OU was not how great they were over the last decade - that's not "new" to recruits. They have a geographical disadvantage and lesser academic reputation. Their sell will always be a chance to win it all and go to NFL. With the way they have performed in the playoffs, they can hardly sell the fact that they are anywhere close to winning it all and regarding the chance to play at the next level, yes, they recruit high level offensive players but they hardly have any recent success with defensive players.
With the shitty level of talent the Big 12 has, OU will continue to have success in the league and it's not "new" to anyone but when they play against the top tier SEC or other national teams, their weakness gets exposed. Hence, my comment that they have nothing new to sell stands. Take a look at their 2021 momentum vs. ours. Unless Texas falls apart again next year, OU will revert back to their natural recruiting position (around top 15) vs. Texas (top 5-10). It's not really that hard to fathom.