I didn't read the article containing the quote, so I'm not sure what context the author used. The motive is prolly to drive up interest and sell tickets. I would say on a state level, the Big 12 tourney has a high level of interest. OU and OSU will have to perform in order to make postseason noise.
I am a golf fan, so the PGA in Oklahoma is cool. I've been to the US Open at the Hills...it was awesome. I also enjoy college hoops, especially at a tourney atmosphere. I'll disagree that the aTm Aggies possess the only ticket catcher. I think UT's Durant is a big timer, and KU and OSU put several big time athletes on the floor. It has minimal significance, but so do all conference tourneys unless a cinderella finds a slipper that fits.
It's not like the country is hurting for college hoops fans. If the Big 12 final pits KU-UT, or even KU-aTm, it might draw some interest. Put OSU in there and the state will certainly notice. But true...it's not Tiger Woods...but what is??