From an outsiders perspective, I can tell you that the OU-UT game gets extra hype because it is a neutral site game with a 50/50 crowd. There are plenty of good rivalries in college football, but only a handful of neutral site 50/50 games (OU-UT, the tea party[FL-GA], and
). It's halfway between the schools and close to the red-river over which the "shootout" is fought (the winning State gets "possession" of the Red River for the subsequent year). It's unique where a "big" college football game isn't . . . and unique brings in money.
If the game went into a rotation, even one that had a neutral field game thrown in, it would take away a lot of the mystique of the game. There's a reason Arkansas and aTm have agreed to a long term "rivalry" in Dallas, it's because the hype and exposure associated with the game outdoes the potential costs. A big stage. Access to big time media, and those Dallas recruits have to here about OU for a little while.
Add to that the fact that donors and fan bases of both schools enjoy the game in Dallas. It's an annual event and a chance for Dallas Alumni of both schools to catch a game without driving to Austin/Norman. I understand the sentiment, that "giving" Dallas the revenue and exposure associated with the game isn't good, but the odds of it ever moving are slim to none.